Adidas wants to showcase some of the world’s greatest football players on the biggest stage through the brand’s latest creative Play Until They Can’t Look Away. Adidas’ latest campaign celebrates the FIFA Women’s World Cup Australia & New Zealand 2023.
It has dedicated “Play Until They Can’t Look Away” to next-gen icons Lena Oberdorf, Alessia Russo, and Mary Fowler. The sports brand has united its global family of football legends and called for support for the women’s game. As such, its latest campaign boasts big names with the likes of David Beckham, Lionel Messi, Ian Wright, Jenna Ortega, and Leon Goretzka.
“Play Until They Can’t Look Away” has Lionel Messi and Mary Fowler, guiding the audience and Jenna Ortega across the world to Fowler’s home country Australia where preparations for the biggest women’s sporting moment is underway. David Beckham and Ian Wright, and his granddaughter Women’s Arsenal FC player Raphaella Wright-Phillips look in awe as Russo weaves her way through the narrow aisles in a supermarket, in her own creative fashion. Oberdorf can be seen whizzing around an arcade, intercepting balls to achieve a high score of her own.
Sina Neubrandt, Global Communications Director at Adidas, says 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 women’s game. “We are seeing record ticket sales, bigger broadcast audiences, more committed fandoms, and more emerging icons than ever before. It is precisely this essence that we’ve looked to capture 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.”
Alessia Russo shared that it has always been her 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.”
Lena Oberdorf felt it was impossible to become a professional football player. She revealed 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.” Oberdorf believes there’s still a long way to go. Mary Fowler shared she has been able to see the momentum building and had the honor of featuring in the Adidas campaign – a true celebration.
Furthermore, the brand has unveiled its biggest-ever women’s kit bag for the Women’s World Cup.
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