Nike: What the Football

Women’s Football has never had more attention. Every day there’s a new headline, opinion piece, interview, documentary, viral post, or glossy brand campaign. It’s a world yesteryear’s players could have only dreamed of. It would be easy to be fooled by all the hype. But Nike recognised a fatal flaw. One that would prevent the game from ever growing to its full potential: when the world talks about women’s football, they talk about everything but the game.

Take Megan Rapinoe, the most famous women’s player on the planet: most people can’t even tell you what position she plays. Because when women footballers do make the headlines, it isn’t for their athleticism or skill. It’s for their activism or empowerment. Nike wanted to make sure that after this World Cup, every one of its players was famous for their game.

To do that, we made anthemic spots highlighting each of Nike’s core athletes and what they bring to the game. The films were created to mimic each athlete’s personality and style of play, resulting in genres ranging from an 80's cartoon, perfume ad spoof, horror film, and even a throwback to the old Joga Bonito Nike campaign. To tie them all together, we created an anthem that shows people how Women’s Football is the most exciting sport on the planet.

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