As momentum grows behind girls’s sports activities, Nike is celebrating soccer heroes previous and current forward of the 2023 FIFA Ladies’s World Cup.
The marketing campaign, titled “What the Soccer” and created by longtime company accomplice Wieden+Kennedy, opens with an iconic soccer second: A father and his daughter are on the sting of their seats watching former U.S. participant Brandi Chastain’s 1999 World Cup-winning penalty kick.
Because the dad mimics Chastain’s memorable transfer of ripping off her shirt, he comically slips on a banana peel and is propelled 24 years into the longer term.
He wakes up from a coma to a distinct world for ladies’s soccer, with a brand new era of stars and rising vitality behind the sport. His grownup daughter, catching him up on the highlights, tells him: “We’re in a center of an important time. The competitors is best than ever.”
The advert options gamers Ada Hegerberg, Alex Morgan, Asisat Oshoala, Chloe Kelly, Debinha, Grace Geyoro, Kadeisha Buchanan, Megan Rapinoe, Sam Kerr, Sophia Smith and Wang Shuang.
The dad is overwhelmed by the highly effective roster of expertise from all over the world, however his daughter’s speech ends with probably the most shocking new addition of all: his granddaughter.
Nike has additionally launched particular person episodic movies about a number of of the gamers.
Paving the way in which for a brand new era
With extra manufacturers displaying help for ladies’s sports activities, Nike mentioned its World Cup advert underscores its “dedication to serve and help feminine athletes.”
The marketing campaign can be accompanied by the model’s “most sturdy athlete service providing ever,” together with devoted restoration areas the place athletes in Nike’s sponsored federations can relaxation between matches.
