Swedish women’s football team replace shirt names with empowering messages of equality
The Swedish women’s football team has replaced the names on the back of their kits with empowering messages as part of a campaign intended to inspire women.
In partnership with Adidas, the Swedish Football Association’s kit sponsor, the players have chosen tweets from prominent Swedish women to be printed on the back of their shirt in place of where their name would usually feature.
The number 7 jersey is worn by Lisa Dahlkvist
The initiative has been launched by the Swedish FA in the hope that it will inspire young women to believe more in themselves and their ability to achieve anything they want to.
The campaign has been created by Edelman Deportivo and will be supported across social with the hashtag #InYourName. It on from the Women’s team’s success at the 2016 Olympic Games in Rio where they out-performed their male counterparts to finish second.
— Magdalena Eriksson (@MagdaEricsson) February 28, 2017
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
The back of Swedish captain, Lotta Schelin’s, shirt features a message from Swedish politician Gudrun Schyman that said “never look down on someone unless it is to help her up”.
Discussing the campaign, Schelin, said: “The national team shirt is an important symbol and it constantly reminds us that we can win whatever game it is in whatever competitions.
“I think it is great that we can join forces with other strong women and that we together can show that everything is possible. There is always a need to show young women that it is possible to succeed and that no one should feel limited in what they can achieve and particularly not because of their sex.”
Star midfielder Lisa Dahlkvist meanwhile wears the words of Swedish singer, Zara Larsson on the back of her kit which reads: "Believe in your damn self."
The jerseys will go on sale on International Women's Day on 8 March, which coincides with the final match in the annual Algarve Cup, where the women’s team will compete for the championship title. The Swedish FA announced that 10% of the proceeds will go to a Swedish organization that supports young female athletes.