Nike tells both famous and aspiring footballers to ‘never settle’ in Euro 2022 ad
Nike is putting its best foot forward for a new campaign for the Uefa Women’s Euro 2022 that surfaces some of the biggest names in the sport alongside up-and-coming greats.
‘Never Settle, Never Done’ has been conceived by W+K London to portray the sport in a new light, showcasing the confidence, speed and technical ability shown by women on the top of their game as they prepare to be thrust into the limelight this summer.
Famous faces from today and tomorrow feature heavily in the campaign, including Lionesses captain Leah Williamson, France’s Marie-Antoinette Katoto and Barcelona’s Alexia Putellas.
Among those featured is freestyler Rocky Hehakaija, who has taken to her ambassadorial role like a fish to water. She said: “Being part of this ad is just everything to me and a dream that came true. I grew up watching these big Nike ads, imitating them in the streets with my friends. Nike is showing the world that women’s football is a force to be reckoned with and is here to stay.”
Women’s football is entering a golden age of mass appeal among the public, media and advertisers – trends that are set to reach fever pitch this summer during the Euros.
‘Never Settle, Never Done’ refuses to accept this as a high watermark, however, encouraging future players to push for greater success by highlighting initiatives such as The Women’s Soccer School in Barcelona and work by former professional Mollie Kmita to provide football education with her Level7Academy.
As an official sponsor of the Women’s Euros, Nike has already partnered with women’s stories platform Rebel Girls to help personalize the game by spotlighting key players and coaches.