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For this year’s highly anticipated World Cup, Nike set out to make each of their 11 female footballers household names.  In order to make each player famous for their game, W+K teams built a world around each athletes’ unique on and off field personas.  

We launched 7x global athlete campaigns with Sam Kerr, Ada Hegerberg, Debinha, Wang Shuang, Sophia Smith, Megan Rapinoe and Alex Morgan along with a kids specific anthemic film featuring Grace Geyoro.  Each of the 7x athletes were featured in their own episodic film to highlight their style of play and off pitch personalities, as well as being included in additional athlete storytelling via an athlete hub on the Nike app, social content on athlete and Nike channels, local OOH and membership acquisition films.  

To tie each athletes’ story together, the anthem, which launched in the days leading up to the start of the tournament, featured all 11 of Nike’s players (7x of the global athletes plus Chloe Kelly, Grace Geyoro, Kadeisha Buchanan and Asisat Oshoala) showing how quickly they are redefining Women’s Football.  

According to Fast Company, “What makes Nike’s campaign successful and distinct is that it focuses the eye on the existing superstars of a game that’s never been more popular. It pulls in a multi-generational public by showcasing these women’s personas, without comparing them to men or pandering to the unconvinced. The future is here.”


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