UEFA Partner Nike & Rebel Girls Tell Female Footy Stories As Women’s Euro 2022 Kicks Off

Nike Rebel Girls 1

Nike linked up with women’s storytelling platform Rebel Girls to celebrate female footballers and leverage its official UEFA partnership as Euro 2022 kicked off by telling 25 female footballer stories about Nike-sponsored athletes and their communities


Combining Nike’s estimated 250m social reach across more than 300 platforms with Rebel Girls’ growing 20 million young female audience across more than 100 countries, the collaboration celebrates the joy of sport and inspire young girls in the run-up to the tournament, the two brands amplified authentic stories of women footballers, coaches and community leaders from all around the world.


Rebel Girls is a global multi-platform, digital brand dedicated to helping raise the most inspired and confident generation of girls through content, experiences, products, and community by telling real-life stories of extraordinary women through its app, audio stories, books, consumer products, and events.


Its content creation team produced original digital stories and illustrations about a team of Nike athletes and communities which were then available throughout Nike’s ecosystem (including online, on app, web and social), with seven audio stories available via the Rebel Girls’ app and website and further amplification by the players through their personal platforms.


Plus, Nike and Rebel Girls produced a limited-edition book – ‘Rebel Girls: Game-Changing Footballers – 12 Thrilling Stories of Female Athletes’ – and distributed 20,000 free copies of it o kids in Nike retail stores and partner stores across the greater London area and various schools across the UK.


The strands were backed by a digital and OOH phase which saw Nike produce posters of the athletes featuring Rebel Girls’ original illustrations and amplify them through a media plan focused on each athletes’ local region.


The collaboration kicked off on 2 July, 5 days ahead of the start of UEFA Euro 2022, and runs through to the beginning of September.






“As we celebrate 12 women footballers from 10 countries with Nike in Rebel Girls: Game-Changing Footballers, we empower girls to see themselves as champions as we amplify the barrier-breaking achievements of women athletes around the world. Rebel Girls is proud to partner with Nike to bring our innovative, empowering storytelling to girls across the globe,” said Rebel Girls CEO Jes Wolfe.


“The women in this book are an inspiration as they set new levels of performance and break barriers on the journey to create an equal playing field,” added Nike VP of EMEA Kids Kim van Dijk. “Not only are they inspiring young and old with their ability, passion and team spirit, but are genuinely committed to making a difference for the next generation of football players.”





The partnership rolled out a few days ahead of the UEFA Euro 2022 Women’s Championship kick off on 6 July when hosts England took on Austria in front of a 69,000 sell-out crowd at Manchester United’s Old Trafford.


It ran in parallel with Nike’s other UEFA Euro 2022 marketing activity such as it’s ‘Never Settle, Never Done’ campaign.






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