“For so long, I thought it was impossible to become a professional football player – it felt so out of reach – but the game has changed so much and it’s so amazing to see and feel that women’s football has more support than ever. But there’s still a long way to go.”

Footballing superstar Lena Oberdorf, will no doubt be disappointed with Germany’s shock early exit in the Women’s World Cup. Yet while players such as Oberdorf’s dreams have been crushed on the pitch, the potential for the tournament to be a tipping point for Women’s football is unparalleled. As Oberdorf explains: “During tournaments like the World Cup, we must continue to inspire and create possibilities for women and girls to get involved and experience the beautiful game.”

This opportunity to inspire is playing out not just on the pitch but in a marketing ecosystem which is finally building up and supporting female players. 

Adidas, which has been a partner of FIFA’s Women’s World Cup since 1995, is at the forefront of this shift and the ‘Play Until They Can’t Look Away campaign’ created by TBWA\London is a vibrant celebration of the new era of football. The campaign features footballing superstars such as Alessia Russo, Mary Fowler, David Beckham, Leon Goretzka and Ian Wright. It successfully conveys the scale of excitement surrounding this unique moment in global footballing history. 

Set against the soundtrack of SL2’s On a Ragga Tip, viewers see World Cup winner, Lionel Messi, alongside Mary Fowler, guiding both viewers and Jenna Ortega across the world to Fowler’s home country of Australia. The film is packed full of Easter Eggs; subtle references to memorable moments that football fans will revel in.

Sina Neubrandt, Global Communications Director at Adidas, explains: “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.

She continues: “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.”

It’s not just the big campaign making the difference; the details matter. For Adidas this year-round focus extends to supporting women’s football from the Stadium to the street. This extends to its product offering and all of Adidas’ federations will be offered bespoke bra fittings. While the brand’s FlowShield Technology, designed to prevent leaks, will be available on pitch shorts for the first time. 

The campaign is a compelling reminder of the power of the global football tournaments and the marketing investment behind it, to change the game for the next generation of footballing superstars. A responsibility that this campaign underlines Adidas does not take lightly.

Alessia Russo added: “Since I was little, it’s been my dream to play at the Women’s World Cup. This year, I get to live that reality and play my part in celebrating how far the game has come alongside some of the best in the world. Winning the EUROs last summer was not just a life changing and unforgettable moment for me, but hopefully for girls across the UK too.”

She continued: “I hope we did our bit to show them that playing at any level is possible, which is what we’re also hoping to do with this campaign – inspire the next generation of icons.”