With players Alessia Russo, Lena Oberdorf and Mary Fowler.
adidas has unveiled a campaign to celebrate the FIFA Women’s World Cup Australia & New Zealand 2023.
The campaign is dedicated to next gen icons Alessia Russo, Lena Oberdorf and Mary Fowler to drive more global attention for the game and inspire other young women and girls to follow in their footsteps.
Marking adidas’ most impactful Women’s World Cup campaign to date, the brand unites its global family of football legends and advocates of the women’s game.
Headlined by a series of fast-paced films, the campaign welcomes a star-studded line up of David Beckham, Leon Goretzka and Ian Wright, actor and football fan, Jenna Ortega, as well as Argentina’s World Cup hero, Lionel Messi.
They come together to celebrate the skills that Russo, Oberdorf and Fowler are renowned for, from vision and interception to power, creativity and accuracy.
The films are part of a new creative proposition from adidas for the upcoming tournament. ‘Play Until They Can’t Look Away’ aims to platform and showcase some of the world’s greatest football players on the biggest stage – whose skills and passion for the game demand global attention and support.
Set against the soundtrack of SL2’s iconic song, 'On a Ragga Tip', fans see World Cup winner Messi, alongside Fowler, guiding both viewers and Ortega across the world to Fowler’s home country of Australia, with preparations for the biggest women's sporting moment underway.
Meanwhile, David Beckham and Ian Wright, alongside his granddaughter, Women’s Arsenal FC player, Raphaella Wright-Phillips, are unable to look away in a supermarket as Russo spectacularly weaves her way through the narrow aisles, in her own creative fashion.
Finally, Goretzka is expertly interrupted while bowling as Oberdorf whizzes around an arcade, powerfully intercepting balls in each scene to achieve a high score of her own.
Paying respect to those who have gone before, the films are also filled with subtle references to memorable moments that football super fans will revel in, including shirt numbers, iconic tournament balls, plus much more.
Sina Neubrandt, global communications director at adidas, said there is no denying that whilst all World Cups are special, this summer’s tournament feels like one that is really bringing everyone to a tipping point for the women’s game.
"We are seeing record ticket sales, bigger broadcast audiences, more committed fandoms, and more emerging icons than ever before," said Neubrandt.
"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 prolong their dream and see these individuals as role models who can help push them to new possibilities!”
Fowler said this summer is a special one for her in 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," she said.
"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."
Russo said since she was little, it’s been her 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," said Russo.
"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.”
Oberdorf said for so long, she 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," she said.
"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."
As part of adidas’ ongoing support of girls and women players from the stadium to the street, the brand has unveiled its biggest ever women’s kit bag for the Women’s World Cup.
All of adidas’ federations will be offered bespoke 1:1 bra fittings and solutions such as innovative engineering and materials for correct fit and superior support and adidas’ signature FlowShield Technology Technology, designed to prevent leaks, will be available in on pitch shorts for the first time.
The brand is also partnering with more federations than ever before, supplying them with its most technical apparel yet.
A partner of the FIFA Women’s World Cup since 1995, the brand has been a long-time supporter of the women’s game, striving to help make sport equal for marginalised communities, as when it comes to football, fair access, equity or safety doesn’t exist for all.
As part of adidas’ ongoing partnership with Common Goal, 1% of all World Cup ball sales since 2022 – including the Official Women’s World Cup Ball, Oceaunz – will be pledged to growth and support of women’s sport including Common Goal’s ‘Global Goal 5 Accelerator’ – enabling this project to reach – and change – more lives around the world.
