Sports Direct & Fresh Base Productions – Legacy Starts Here
Legacy Starts Here positioned women’s football not just as a moment, but a movement. Sports Direct, alongside Fresh Base Productions, delivered a powerful storytelling campaign spotlighting emerging female talent and community heroes, reinforcing long-term investment in the women’s game. Blending authentic narratives with high-impact visuals, the campaign championed opportunity, ambition and the next generation of players building their own legacy.
AXA – Keep On Kicking
AXA’s Keep On Kicking campaign celebrated resilience in women’s football, highlighting stories of perseverance from grassroots to elite level. Through emotive storytelling and player-focused narratives, AXA reinforced its commitment to supporting women athletes while inspiring girls to stay in the game – even when faced with setbacks.
Lidl – Never Stop Growing
Never Stop Growing showcased Lidl’s sustained investment in grassroots women’s football, focusing on development, confidence and opportunity. The campaign cleverly connected personal growth with sporting progression, championing pathways for girls to thrive in football while reinforcing Lidl’s long-term commitment to nurturing the game at grassroots level.
Adidas & Intersport – Make Football Their Game
With Make Football Their Game, Adidas and Intersport directly challenged outdated perceptions, empowering girls to see football as a space that belongs to them. Through bold creative, retail activation and grassroots engagement, the campaign amplified female voices and encouraged participation – positioning football as inclusive, accessible and unapologetically theirs.
Chelsea & Here We Flo – We Don’t Bleed Blue. We Bleed. Period.
This fearless collaboration broke taboos and changed conversations. By addressing periods in elite sport head-on, We Don’t Bleed Blue. We Bleed. Period. championed openness, performance understanding and female athlete wellbeing. The campaign was bold, culturally resonant and unapologetically authentic – pushing women’s football marketing into new, important territory.
PepsiMAX & Hope&Glory – Thirsty for More
Thirsty for More captured the rising appetite for women’s football, blending humour, energy and fan culture to spotlight the unstoppable momentum of the game. PepsiMAX’s campaign celebrated both players and supporters, reinforcing that women’s football is not a niche – it’s the future.
Unilever – Hellmann’s Russo Burger
Unilever’s Hellmann’s activation around the Russo Burger tapped into football fandom and player star power to drive mainstream engagement. By creatively linking a household brand with a leading Lioness, the campaign demonstrated how women’s football can sit confidently at the centre of popular culture and commercial innovation.
The FA & Disrupt – Made For This Game
Made For This Game was a powerful statement of belonging. Developed by The FA with Disrupt, the campaign championed the idea that girls are inherently part of football’s story. With bold visuals and inclusive messaging, it reinforced identity, confidence and the legitimacy of women’s place in the sport.
WSL Football & Anomaly – Watch This
Watch This was a confident, culture-shifting call to action. WSL Football and Anomaly challenged passive perceptions and demanded attention for the elite product on the pitch. Sharp, energetic and unapologetic, the campaign elevated the league’s voice and positioned women’s football as must-watch entertainment.
Nike & Wieden+Kennedy London – IIOME
Nike’s IIOME campaign delivered a cinematic and emotionally charged celebration of women in sport, centring ambition, identity and self-belief. Developed with Wieden+Kennedy London, the creative redefined how female athletes are portrayed as powerful, complex, and culturally influential – reinforcing Nike’s leadership in the women’s game.
Heineken – Cheers to the Superstitious Fans
Cheers to the Superstitious Fans celebrated the communal power of women’s football, spotlighting fans and shared matchday moments. Heineken’s campaign embraced inclusion and togetherness, reinforcing that women’s football is not just about the 90 minutes – it’s about connection, culture and collective celebration.