Creative Soccer Culture

adidas Launches New Campaign Ahead Of The 2023 Women's World Cup

With just over a week to go until the 2023 Women’s World Cup gets underway, Adidas has released its new campaign, which is dedicated to next gen icons Alessia Russo, Lena Oberdorf and Mary Fowler and looks to drive more global attention for the game and inspire other young women and girls to follow in their footsteps.

The 2023 Women’s World Cup in Australia and New Zealand is right around the corner, and as such brands are starting to ramp up their campaigns surrounding the competition. As the main sponsors for the tournament, adidas unites its global family of football legends and advocates of the women’s game for what the brand calls “its most impactful FIFA Women’s World Cup campaign ever”. 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.

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Launched under the campaign header ‘Play Until They Can’t Look Away’, the ads aim to show off  some of the world’s greatest football players on the biggest stage – whose skills and passion for the game demand global attention and support.

In a flashy montage, the ad transports the viewer through various locations, from Fowler’s home country of Australia, with Messi looking on, to a supermarket in which Russo is watched admiringly by the likes of David Beckham and Ian Wright, alongside his granddaughter, Women’s Arsenal FC player, Raphaella Wright-Phillips, as she dribbles 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 packed with easter eggs for those with a sharp eye, from nods to shirt numbers to iconic tournament balls and much more. 

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Sina Neubrandt, Global Communications Director at adidas, said of the new campaign: “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. We are seeing record ticket sales, bigger 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 prolong their dream and see these individuals as role models who can help push them to new possibilities!”

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Speaking ahead of the tournament about her involvement in the campaign, Alessia Russo shared: 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!”   

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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," explained Mary Fowler. "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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Daniel Jones

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