Adidas is one of the leading brands in the football industry, and it has been supporting women’s football for decades. However, the brand is not resting on its laurels. It is constantly innovating and investing in women’s football, especially in the run-up to the FIFA Women’s World Cup Australia & New Zealand 2023™, which Adidas is sponsoring.
Adidas has launched a new campaign to celebrate women in football and inspire the next generation of female players. The campaign, titled “Play Until They Can’t Look Away”, features some of the rising stars of women’s football, such as Alessia Russo, Lena Oberdorf, and Mary Fowler, who will be competing in the World Cup. The campaign showcases their skills and passion on and off the pitch, in unconventional and eye-catching settings, such as a supermarket, an arcade, and a forest. The campaign also includes some of the legends and advocates of the game, such as David Beckham, Lionel Messi, and Jenna Ortega, who praise and support the women’s football movement.
The campaign aims to attract more attention and fans to women’s football, and to challenge the stereotypes and prejudices that still exist in the sport. The campaign also seeks to empower and encourage other young women and girls to follow their dreams and pursue their football careers.
The Stars of the Campaign: Rising Talents and Legendary Supporters
Adidas’ marketing strategy for this campaign is based on several insights and objectives. First, Adidas wants to reach a wider and younger audience, especially Gen Z, who are more diverse, inclusive, and expressive than previous generations. Adidas wants to appeal to them by using vibrant colors, upbeat music, and relatable scenarios in their ads. Adidas also wants to tap into the cultural relevance and social impact of women’s football, which has been growing in popularity and visibility in recent years.
The Goals of the Campaign: Attracting, Challenging, and Empowering
Second, Adidas wants to address the drop-off in sports participation among women and LGBTQ+ individuals during their teenage years, which is caused by various factors, such as lack of recognition, support, and equal opportunities. Adidas wants to change this by providing more products, marketing, and community activations that cater to their needs and aspirations. Adidas wants to show that football is for everyone, regardless of gender, race, or background.
The Strategy of the Campaign: Reaching, Addressing, and Leveraging
Third, Adidas wants to leverage its long-standing partnership with FIFA and its sponsorship of the Women’s World Cup 2023™ as a platform to showcase its commitment and leadership in women’s football. Adidas wants to highlight its role in supporting women’s football at all levels, from grassroots to elite. Adidas also wants to create a lasting legacy for women’s football beyond the World Cup.
How Adidas is Winning with Women’s Football
Adidas’ marketing strategy for their women’s football campaign is not only smart and creative, but also impactful and inspiring. Adidas is winning with women’s football by celebrating its stars, empowering its fans, and changing the game.