FIFA partner Adidas launched its 2023 Women’s World Cup activation with a star-studded film titled ‘Play Until They Can’t Look Away’ which champions the game’s next generation of young super stars and showcases their skills and passion as it seeks to generate global attention and support for the game and the players (plus the brand) and inspire young women and girls to follow in their footsteps.
The campaign, which launched on 12 July is fronted by a strong team of adidas player ambassador led by the young soccer star trio of Alessia Russo (England), Lena Oberdorf (Germany) and Mary Fowler (Australia) who are positioned as the game’s next generation of super stars: the work celebrates the trios skills – from vision and interception, to power, creativity and accuracy.
The tournament marketing also features other members of its global football endorser stable including David Beckham, Leon Goretzka and Ian Wright, plus actor and football fan Jenna Ortega and Argentina’s World Cup winning captain Lionel Messi.
The campaign is headlined by a hero spot and a series of fast-paced films introducing the German-headquartered sportswear giant’s new ‘Play Until They Can’t Look Away’platform.
The spearhead spot, which is set to the soundtrack of SL2’s ‘On a Ragga Tip’ song, sees Messi and Fowler welcome Ortega and the viewers from around the world to Fowler’s home country of Australia as the final touches are made to the reparations for the biggest women’s sports event ever. While Beckham and Wright (the latter appearing alongside his granddaughter and Arsenal FC player Raphaella Wright-Phillips) are in a supermarket and transfixed by Russo skills. Then Goretzka is interrupted as Oberdorf slalom’s around an arcade intercepting balls and reaching a personal ‘high score’.
The creative pays respect to those who have gone before whilst championing the new generation and inspiring the next whilst featuring subtle references to memorable moments for football fans to pick up on such as famous shirt numbers and legendary iconic tournament balls.
The hero ad was supported by a making-of style, behind-the-scenes video.
The launch phase of the core global activation was followed by grassroots and cause-linked work (such as ‘From Bob Marley To Michell’), a music focused ‘World Cup Call Up’ series, plus a set of local market specific campaigns, plus at-tournament, on-the-ground adidas celebrations and initiatives in host countries Australia and New Zealand as well as evolving social content across the brand’s Instagram, Twitter and TikTok feeds.
Plus, as part of adidas’ ongoing support of girls and women players from the stadium to the street, the brand unveiled its biggest ever women’s kit bag for the Women’s World Cup.
Indeed, all of adidas’ partner national team federation players were also offered bespoke one-on-one bra fittings and kit solutions such as innovative engineering and materials for correct fit and support and adidas’ signature FlowShield Technology, designed to prevent leaks, will be available in on pitch shorts for the first time.
This is in addition to its federation match day kit and training apparel which began rolling out in April 2023 with the ‘Inspired By Nature’ multi-country kit campaign launch.
“There is no denying that whilst all World Cups are special, this summer’s tournament feels like one that is really bringing us to a tipping point for the women’s game,” commented Adidas Global Communications Director Sina Neubrandt at the campaign launch. “We are seeing record ticket sales, bigger than ever broadcast audiences, more committed fandoms, and more emerging icons than ever before. It is precisely this essence that we’ve looked to capture in our new campaign. Through showcasing some of the greatest stars in the game, we hope we can inspire the next generation to also pursue their dream and see these individuals as role models who can help push them to new possibilities!”
Commenting on the campaign, Engklland striker Alessia Russo said; “Since I was little, it’s been my dream to play at the Women’s World Cup. This year, I get to live that reality and play my part in celebrating how far the game has come alongside some of the best in the world. Winning the EUROs last summer was not just a life changing and unforgettable moment for me, but hopefully for girls across the UK too. I hope we did our bit to show them that playing at any level is possible, which is what we’re also hoping to do with this campaign – inspire the next generation of icons.”
Lena Oberdorf added: “For so long, I thought it was impossible to become a professional football player – it felt so out of reach – but the game has changed so much and it’s so amazing to see and feel that women’s football has more support than ever. But there’s still a long way to go! During tournaments like the World Cup, we must continue to inspire and create possibilities for women and girls to get involved and experience the beautiful game. I am very proud to be a part of the adidas family and a part of this campaign – it really showcases so many exciting aspects of the game and how football can be enjoyed anywhere, at any time!”
Mary Fowler stated: “This summer is a special one for me in so many ways – not only will I be representing my nation on the biggest stage, but I get to do it in my hometown in front of all my friends and family that have supported me from the very beginning. The run up to this tournament has been so exciting – I have been able to see the momentum building and have the honour of featuring in adidas’ campaign, which is a true celebration of this moment in time, as well as what is yet to come. By bringing together so many leading players in women’s football, as well as legends of the game, shows what is possible for the next generation and how adidas is supporting this journey!”
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A partner of the FIFA Women’s World Cup since 1995, the brand has been a solid supporter of the women’s game. Plus, as part of adidas’ ongoing partnership with Common Goal, 1% of all World Cup ball sales since 2022 – including sales of the ‘Oceaunz’ Official Women’s World Cup Ball – will be pledged to growth and support of women’s sport including Common Goal’s ‘Global Goal 5 Accelerator’ with the aim of helping the project to reach and change more lives around the world.
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