There’s been a lack of female football imagery since forever. The result? Generations of young players lacking confidence in themselves and their game. If you can’t see it, you can’t be it. The 2019 Women’s World Cup marked a change in the game as we shifted the image of those who stand at the top. To inspire the next generation of female footballers we finally gave them role models who look like them.
Rather than launching these iconic athletes through the usual channels, we started in the place reserved for the biggest heroes of all: the bedroom wall. Together with Nike we created 94 unique designs and printed them on over a million posters & stickers made from recycled materials. The bespoke poster packs were distributed to girls all over the world so they could turn their bedrooms into places where they can dream. Don't change your dream. Change the world.
Agency: Wieden+Kennedy London
THE POSTER PACKS
Take a screenshot of your favourite poster in Instagram Stories to get a wallpaper for your screen.
During the World Cup Nike.com went beyond kits & boots and became a poster gallery.
Kids all over the world were able to download posters of their favourite player or customise them with their very own dream.
Bespoke digital booths in London, Paris, Berlin & Amsterdam invited customers trying on the latest gear to sport in their own poster. Participants then received an A2 print and a digital copy to share.
Kids in Nigeria went on to create their own ‘Wall of Dreams’ for their hero Asisat Oshoala in Lagos.