IT’S A (WO)MAN’S WORLD
Brands spotlight women in sports for the 2019 FIFA Women’s World Cup
The glass ceiling of the sports industry still has yet to be broken—66% of Trendsetters in the U.S. and 65% in the UK, along with 59% of youth in the UK and 56% in the U.S., think sports are not as far along as society when it comes to gender equality. For the 2019 FIFA Women’s World Cup, the following brands addressed this issue by releasing campaigns that advocate for women in sports.
Using the global platform offered by the 2019 FIFA Women’s World Cup, Nike released a short film titled “Dream Further,” demonstrating the continuation of the brand’s decades-long commitment to social good and advocating for women in sports. The film depicts 10-year old soccer player Makena Cooke teaming up with today’s biggest female soccer stars from 14 different World Cup teams as they show her the ropes, both on and off the field. The vignette underscores Nike’s message about the importance of mentoring and empowering the next generation of female sports talent.
As official FIFA partner and sponsor of the Women’s World Cup, Visa launched a global campaign called “One Moment Can Change the Game.” The campaign's short films depict impactful moments from the lives of female soccer players and underscore Visa’s commitment to inclusion, diversity, and female empowerment. The company also recently launched its first ever Visa Everywhere Initiative: Women’s Global Edition, inviting female entrepreneurs across the globe to tackle challenges around financial tech and social impact. Semifinalists were invited to live-pitch their solutions and attend the opening game of the 2019 FIFA Women’s World Cup.
Commerzbank, the sponsor of the German women’s soccer team, teamed up with the German football association (DFB) to create an ad that examines the prejudices the team’s players face—some due to the football association’s own hand. Despite the barrage of gender stereotypes and lack of respect (even from within their own country) for the eight European Championship titles the team has won, the players still go after their goals. The ad’s most quoted line, "We don't have balls. But we know how to use them!" emphasizes the defiance the German women’s soccer team continues to exhibit as they push back against adversity.