With the Dutch Women's National Team ready to embrace Euro 2017, Nike have worked with creative agency Wieden+Kennedy to change the Royal Crest to a more fitting representation for the 'Orange Lionesses'.
A strong and progressive statement, it's a powerful show of face from the Dutch Football Association, the KNVB, as they look to bring a shining light on the women's game, with Euro 2017 the stage. Leading with a campaign that looks to encourage players to “wear what you are”, the reworking of the crest isn't just for this tournament but a line in the sand that sees the traditional Lion become a Lioness.
Hosts of the tournament too, it's a perfect time to release such a compelling and uplifting mission and with the Women's World Cup two years ago gaining such positive traction, it's an opportunity to get behind the Women's game and keep building it to ever in-focus levels.
Nike leading the charge and excitement for the tournament growing, the brand have released this video that tells the story of Shanice Van Sanden - an explosive player in her own right, she is a top talent earmarked as one to watch during the championship.
Kicking off proceedings in just a matter of days (16th July), The Netherlands game vs Norway will be the first on pitch outing for the crest. A strong story with a perfect sentiment. Football a fine catalyst.
