As part of a growing focus on women’s sport, Nike x JD launched England and France shirts across all UK and French stores and online.
We were asked to sell the new shirts to young girls who were not involved in or watch football, and get them to wear the shirts for the Women's World Cup.
Why? To make shirt sales of course, but not just that. The Women’s World Cup is a cultural moment – a world-changing event where women's football is finally being treated equally on a world stage, and dreams that were once considered crazy are realised. This was the first shirt that was primarily designed for women, instead of being an adaption of the men's kit. It wasn’t not just a moment for football, it’s a moment for women.
Our challenge was to make this apply to young girls who don't care about football and show them how the Women’s World Cup is relevant to them.