Adidas puts spotlight on ‘next-gen icons’ for new Women’s World Cup campaign

Adidas puts spotlight on ‘next-gen icons’ for new Women’s World Cup campaign

Just days before the month-long Women’s World CupAdidas

Next-gen icons Alessia Russo, Lena Oberdorf and Mary Fowler

Designed to bring the wider football family together, it features American actress Jenna Ortega with football legends Lionel Messi and Britain’s David Beckham

Showcasing the skills and passion of some of the world’s best football players, its ‘Play Until They Can’t Look Away’ films “look to help drive more global attention and support for the game”.

The campaign 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”.


Headlined by a series of fast-paced films, the campaign features Beckham, football fan Ortega, Argentina’s World Cup hero Messi plus German footballer Leon Goretzka and former England star and now football commentator Ian Wright.

They come together to celebrate the skills that Russo, Oberdorf and Fowler are renowned for, “from vision and interception to power, creativity and accuracy”.

Set against the soundtrack of SL2’s song ‘On a Ragga Tip’, fans see Messi, alongside Fowler, guiding both viewers and Ortega across the world to Fowler’s home country of Australia, with preparations for the biggest women’s sporting moment under way.

Meanwhile, Beckham and Wright, alongside his granddaughter, Women’s Arsenal FC player, Raphaella Wright-Phillips, are unable to look away in a supermarket as Russo weaves her way through the narrow aisles, in her own creative fashion. 

Finally, Goretzka is interrupted while bowling as Oberdorf whizzes around an arcade, intercepting balls in each scene to achieve a high score of her own.

The films are also filled with subtle references to memorable moments that football super fans will revel in, including shirt numbers, tournament balls and much more.

Sina Neubrandt, Global Communications Director at Adidas, said: “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 pursue their dream and see these individuals as role models who can help push them to new possibilities.”

The brand has also unveiled its biggest ever women’s kit bag for the Women’s World Cup. All of Adidas’s federations will be offered bespoke 1:1 bra fittings and solutions such as innovative engineering and materials for correct fit and its signature FlowShield Technology, designed to prevent leaks, will be available in on pitch shorts for the first time.

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