Nike Go All In On Women’s Game With ‘What The Football’ Campaign

Ahead of the 2023 Women’s World Cup kick off, Nike introduced its newest campaign, “What The Football,” championing female footballers from around the globe who are changing the game and inspiring the world through the power of sport.

We all know that Nike don’t do football ads by halves… and the latest campaign ahead of this summer’s showpiece is no different, turning the focus fully onto the women’s game. ‘What The Football’ features 11 top footballers: Ada Hegerberg, Alex Morgan, Asisat Oshoala, Chloe Kelly, Debinha, Grace Geyoro, Kadeisha Buchanan, Megan Rapinoe, Sam Kerr, Sophia Smith and Wang Shuang. The ad opens with a daughter and father gripping the edge of their seats while watching the iconic 1999 Brandi Chastain penalty kick, with the world title on the line. The ball hits the net — score! — and Dad has a comical slip, putting him in a coma before he wakes 24 years in the future – present day – where his now grown up daughter has to catch him up on how advanced the game and its stars are.

As part of the campaign, Nike has also introduced individual episodic films of several of the football heroes, which you can check out below.

“What The Football” highlights the momentum in women’s sports and underscores Nike’s dedication to serve and support female athletes. Nike is industry-leading in its investment in women athletes, and the company is committed to growing women’s sports and building a better game through listening to athletes, serving them holistically and collaborating on creating positive change through sport.