Superbrands Nike and Elle have collaborated on a a multi-platform partnership spanning print, digital and video, to mark England’s hosting of the UEFA Women’s EURO 2022 Championship next month. In addition to an on-the-pitch-focus, the campaign also provides a vehicle to examine the need for change in wider society.
Brought to life via three limited edition ELLE UK covers, the spotlight shines on inspiring women who are leading change through football:
- Pernille Harder, Chelsea FC Women and Denmark national team Captain & Magdalena Eriksson, Chelsea FC Women Captain and Swedish national team player
- Jawahir Roble, Somali-born England FA Coach and Referee,
- Lucy Bronze, Demi Stokes, Lotte Wubben-Moy & Beth Mead – four players from the England Women’s national football team
The limited-edition issues will be distributed via newsstand, in selected Nike stores including Nike Town London, and at the first England game of the EURO 2022 Championship, which takes place at Old Trafford on Wednesday 6th July. There will also be a special mural and billboard unveiled on Camden High Street, London.
“ELLE has a long history of championing women,” says Jane Wolfson, Chief Commercial Officer, Hearst UK. “So we are thrilled to partner with Nike on this inspiring multi-platform EURO 2022 project to celebrate the Women’s EURO 2022 Championship being held here in the UK as well as shining a light on all those striving for change in the game.”
“From world-class players to grassroot communities, the partnership aims to open up football to people at all levels and from all backgrounds.”
The July/August issue of ELLE UK is on sale now, and includes a 16-page feature written by Felicia Pennant, Founder and Editor-in-Chief of Season Zine, a trailblazing football and fashion platform, and a fashion shoot with a host of England’s players styled in Nike clothing and the new England National Team kit, which will be worn during the tournament.
As part of the collaboration, Director Lydia Garnett and Oscar-winning production company, Somesuch, have created a bespoke film which aims to celebrate the growth of, and inclusivity in, women’s football , which will be showcased digitally as well as in the Nike Town London, store.