Nike is leading the conversation around the US’s current success in the world of women’s soccer after the team cinched its fourth World Cup title, as was revealed by a study from international social media analytics firm Talkwalker.
In the Women's World Soccer brand contest, Nike had 51.3% share of voice in the last 30 days – its last ad, shared via tweet, celebrating the US women’s team’s victory earned a cumulative 323,000 shares and likes from 20.5 million views.
This team wins. Everyone wins.July 7, 2019
The ad, a black and white, minute-long compilation of the women’s team, is voiced over with the ‘I Believe That We Will Win’ chant and a speech celebrating the shattering of the glass ceiling through this triumph. The video ends with Nike’s tag line, “This team wins. Everyone wins.”
Following the initial sharing, the brand was among the top trending with 167,370 results and surpassed the engagement of NBC News’ announcement (103,000 likes and shares) of the victory by more than triple.
The video is the latest installment of Nike’s campaign for the Women's World Cup, which was launched before the tournament’s kickoff on 7 June and featured a video on the journey of 10-year-old player Makena Cook as well as personalized posters for fans.
After the backlash the brand received over the penalization of sponsorship for pregnant athletes, Nike has since taken steps toward the advocacy of female empowerment in the sports realm.
This season of women’s soccer has proved itself to be productive for not only brands across the board, but for the promotion of women’s sports at large. Campaigns such as Nike’s has brought about the participation of other big brands like Coca-Cola, Budweiser, Barclay’s and more to extend past solely Women’s World Cup coverage.