• To kick off adidas’ most impactful FIFA Women’s World Cup™ campaign ever, the brand brings together Jenna Ortega, Lionel Messi and David Beckham to celebrate stars of the women’s game
• Showcasing the skills and passion of Imane Saoud and Élodie Nakkach, adidas’ ‘Play Until They Can’t Look Away’ films look to help drive more global attention and support for the game
adidas unveils its new campaign to celebrate the FIFA Women’s World Cup Australia & New Zealand 2023™. The campaign is dedicated to next gen icons Imane Sauod and Élodie Nakkach and looks 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.
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.
In the streets of Morocco, Imane Sauod and Élodie Nakkach captivate their fans by engaging in a spirited game of football, seamlessly passing the ball to one another. Their incredible skills, enhanced by the new X CRAZYFAST BOOTS, effortlessly transition from the street to a football pitch. The fluid movements exhibited by Sauod and Nakkach on the streets mirror their performances on the pitch, showcasing their unrivalled talent nurtured in their hometown.
As Sauod and Nakkach navigate the streets, their mesmerizing display catches the attention of Azzedine Ounahi. He watches in astonishment, unable to comprehend the remarkable abilities possessed by these two players. Nakkach delivers a stunning volley, striking the ball with immense power and accuracy, effortlessly finding the back of the “rug” goal, tearing through it, leaving Ounahi utterly speechless.
Speaking ahead of the tournament about her involvement in the campaign, Imane Saoud shared:
The football world has experienced a remarkable transformation, with women’s football now receiving the incredible support it deserves. However, there is still a long way to go on this journey. Tournaments like the World Cup present a valuable opportunity to increase awareness and inspire the next generation of young women footballers to embrace the sport. As a proud member of the adidas family and a participant in this campaign, I am filled with immense pride. It vividly showcases the exhilarating aspects of football and highlights how it can be enjoyed by anyone, anytime, and anywhere.
Speaking ahead of the tournament and about her involvement in the campaign, Élodie Nakkach shared: “Being part of the adidas campaign video is an incredible opportunity that fills me with immense pride. Through their unwavering support, adidas is championing women in football and paving the way for a new era of empowerment. As an adidas athlete, I am grateful to be part of a brand that recognizes and celebrates the talent, skill, and passion of female players. Together, we are breaking barriers and inspiring future generations to play until they can’t look away, leaving an indelible mark on the game. I am beyond excited for the upcoming Women’s World Cup, where women from around the globe will come together to showcase their unparalleled talent, unity, and love for the beautiful game. It’s a monumental event that will undoubtedly captivate audiences and further elevate women’s football on the world stage”
Sina Neubrandt, Global Communications Director at adidas, speaks on 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!”
With the tournament undoubtedly set to deliver iconic moments in the month ahead, adidas will continue to celebrate its global football family throughout the tournament with ongoing initiatives and activations on the ground in Australia and New Zealand.
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 marginalized 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.
Follow all updates across the tournament at @adidas on Instagram, Twitter and TikTok.
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About adidas
adidas is a global leader in the sporting goods industry. Headquartered in Herzogenaurach/Germany, the company employs more than 59,000 people across the globe and generated sales of € 22.5 billion in 2022.
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