England loves football. But most of their love has been directed towards the Men’s National Team. Why? Because fans know the players. They recognize their faces, they know what clubs they play for, they understand what makes them incredible athletes.

Fast forward to the 2022 Euros—women’s football is finally gaining traction on a global scale, but still lacks the coverage and fan love it deserves in England. Our task was clear: help English fans get to know their players so that they feel invested in their success.

To do that, we needed the team to feel familiar and spectacular at the same time. So, we showcased the characteristics that make each athlete so amazing—their speed, power, leadership, and style. Then, we made them unmissable so that everyone in England knew exactly why these women were worth watching.

To continue driving forward the momentum of Women’s Football, we knew we needed to talk to a whole nation of men, women, boys and girls. To get English football fans to invest in the Lionesses from the start of the tournament we took over the conversation in the most bold and unapologetic way through iconic landmark takeovers and impact OOH. This influenced conversation from all corners - fans, athletes and the media. This set the tone for how a nation supported their national team all the way to the final win. Taking the most emblematic word ‘Home’, we put this celebration in the hands of the team and supporters. It appeared on Wembley’s arch as well as flags, t-shirts and banners that were proudly displayed on our winning team, on-pitch, at the victory parade, on fans across the country and on national media through leading figures such as Sadiq Khan.

The Euro 2022 Lionesses campaign was implemented across three key phases: Pre-Tournament, During Tournament and Post-Tournament. We knew we needed to make women’s football impossible to miss so we hijacked England’s national landmarks (Cliffs of Dover, Battersea Power Station, Royal Opera House, Thames Barrier, National Gallery). creating a strong cultural narrative that spread throughout word-of-mouth, media and PR reaching all corners of the country. As the tournament continued, this fearless energy was displayed on social media through reactive coverage of the team and community experiences in Nike Town London. And to celebrate that football was finally ‘Home’ we proudly put this message in the hands of our team and supporters through t-shirts, flags, banners and a final projection on a piece of history - Wembley Stadium.

80% of EURO ‘22 engagement (vs. competitors)

93% of our total England HOME jerseys sold

+44% female engagement on @nikelondon

1BN+ media impressions earned from ‘HOME’

17M UK TV audience for the finals

250M+ global TV viewership

574,875 total matchday attendance

+44% engagement in @nikelondon content

+160% UK visits to nike.com women’s bra product page (after Chloe Kelly celebration)