adidas and the Swedish Football Association (SvFF) asked us to launch their new Swedish women national football team jersey. Usually, this launch never gets any attention and the sales are ridiculously low. Even though the women’s national team has more success than the men’s. The situation for football playing girls in Sweden is vastly different than for football playing boys. Half of the Swedish girls playing football consider quitting.

Together with adidas, we aimed to turn the jersey launch into a social initiative to inspire all girls playing football, and to help them hang in there, so that the future Swedish national team will be even stronger. The jersey still needed to be in focus, of course, and the sponsorship needed to come through in a visible and talkable way.

We unveiled the new jersey at Algarve Cup, just a week before International Women’s day, in front of sport media from all over the world. We prepared a powerful campaign key visual with three adidas ambassadeurs, dressed in jerseys with, for example, a Zara Larsson quote: “Believe in your damn self”. We made a Swedish and global media outreach on the jerseys and the sponsorship. The tweets chosen were from influential female role models who also tweeted about the jerseys, reaching millions of people and spreading within influencers of our target group. On International Women’s day, we made sure that anyone could post a quote on interactive jerseys on large screens that we premiered at the Central Station in Stockholm. The same day the sales started with 10% revenues to football projects for girl’s football.