Nike champions female athletes, presents “What The Football” campaign

Ahead of this summer’s historic tournament, Nike has introduced its newest campaign, “What The Football,” championing female footballers from around the globe who are changing the game and inspiring the world through the power of sport.

The campaign, which features 11 top footballers, energizes this incredible momentum in women’s sports and underscores the opportunity to serve a new generation. Nike is committed to growing women’s sports and building a better game — redefining the athlete partnership model to better listen and to serve athletes holistically and collaborate with them on creating positive change through sport.

What The Football

“What The Football” opens with a daughter and father gripping the edge of their seats while watching the iconic 1999 Brandi Chastain penalty kick, with the world title on the line. The ball hits the net — score! — and Dad has a comical slip, catapulting him 24 years into the future. Nike’s latest campaign celebrates past and present-day football talent; the electric drama of sport; and the infectious fun of this summer’s global tournament, which is highly anticipated by multiple generations.

The film features 11 iconic footballers and Nike athletes: Ada Hegerberg, Alex Morgan, Asisat Oshoala, Chloe Kelly, Debinha, Grace Geyoro, Kadeisha Buchanan, Megan Rapinoe, Sam Kerr, Sophia Smith and Wang Shuang.

As part of the campaign, Nike has also introduced individual episodic films of several of the football heroes, which can be found on the Nike Football YouTube page.

“What The Football” highlights the momentum in women’s sports and underscores Nike’s dedication to serve and support female athletes. Nike is industry-leading in its investment in women athletes, and the company is committed to growing women’s sports and building a better game through listening to athletes, serving them holistically and collaborating on creating positive change through sport.

Nike’s Commitment to Building a Better Game

Nike is proud to partner with an unmatched roster of athletes — from the greatest of all time to rising stars to barrier-breakers.

For the last 50 years, the company has focused on innovating to serve the future of athletes and sport. As part of this focus, Nike has redefined the athlete partnership model, listening, learning and evolving to serve and support female athletes. To highlight a few examples, the company has created products that help eliminate distractions, established Nike’s Athlete Think Tank collective to invest in the future of women’s sports, and committed to programs that support athletes from when they are emerging onto the scene to when they are at the top of their game to their transition after retirement.

“At Nike, we have always firmly believed that the voice of the athlete has the power to change the world,” says Tanya Hvizdak, VP, Global Women’s Sports Marketing. “For the last 50 years, we’ve worked with athletes who share our values and vision to move the world forward through the power of sport. As we look to the future, many of our female athletes have a fresh perspective and ambition to create even bigger change. Together with them, we are partnering to deliver new product innovations and services, support communities, and expand sport for the next generation.”

What’s more, this summer, Nike will provide its most robust athlete service offering ever during a women’s global tournament. This includes dedicated and insights-backed recovery spaces where athletes in Nike’s sponsored federations can find rest and recovery between matches.

For more information on how Nike is listening to all athletes and expanding the definition of sport, check out “All Movement, All Moments.”

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