To kick off its campaign for the FIFA Women’s World Cup™ (July 20-Aug. 20, 2023), Adidas is celebrating the next-gen stars of women’s soccer, Alessia Russo, Lena Oberdorf and Mary Fowler. Adidas’ “Play Until They Can’t Look Away” films showcase the skill and passion of some of the world’s best female soccer players and are designed to help raise global awareness and support for soccer and inspire other young women and girls to follow in their footsteps.
The campaign, launched July 12, is spearheaded by a series of films featuring David Beckham, Leon Goretzka and Ian Wright, actress and soccer fan Jenna Ortega and Argentina World Cup hero Lionel Messi. They come together to celebrate the skills Russo, Oberdorf and Fowler are known for, from vision and interceptions to power, creativity and accuracy.
Set to the soundtrack of the iconic SL2 song “On a Ragga Tip,” fans will see world champion Messi alongside Fowler as he takes both viewers and Ortega across the world to Fowler’s home country of Australia, where preparations are underway for the women’s biggest sports moment.
Meanwhile, in a supermarket, Beckham and Wright, along with his granddaughter, Arsenal FC player Raphaella Wright-Phillips, can’t look away as Russo spectacularly weaves her way through the narrow aisles in her own creative way. Finally, Goretzka is expertly interrupted while bowling, while Oberdorf darts around an arcade, powerfully intercepting balls in every scene to score high himself.
The films pay respect to their predecessors and are full of subtle allusions to memorable moments that soccer superfans will delight in, including jersey numbers, iconic tournament balls and more.
As the tournament will undoubtedly offer iconic moments in the coming months, Adidas will celebrate its global soccer family throughout the tournament with ongoing initiatives and activities on the ground in Australia and New Zealand. The brand, which has been a FIFA Women’s World Cup partner since 1995, has a long history of supporting women’s soccer and advocating for equality for marginalized groups in the sport, as soccer does not provide fair access, equality or safety for all.
You can follow all updates during the tournament at @adidas on Instagram, Twitter and TikTok.
