Nike has teamed up with “girl-driven edutainment” brand Rebel Girls to champion female footballers in Europe. In the run-up to the 2022 UEFA European Women’s Football Championship, Rebel Girls created and produced original stories and illustrations of Nike athletes and communities, which aim to amplify the stories of women footballers and coaches from around the world to inspire young girls and celebrate the joy of the sport. The stories will be available on the Nike app and across its social channels while Rebel Girls will host seven audio stories on its own app and website. Nike is latest brand to focus on supporting women’s football in Europe as part of a larger push to dismantle gender stereotypes in the sports world. Heineken recently launched a campaign to celebrate female football players while U.K. retailer Sports Direct launched a new campaign that promotes gender equality in the sport, and TikTok became the official entertainment platform for the 2022 UEFA. Meanwhile, YPulse’s recent WE Sports and Athletics report found that 58% of young females consider themselves a sports fan, and that 65% of all young Europeans say that women’s sports are just as interesting as men’s sports. (Adweek)
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