Nike celebrated the England women’s national football team’s successful title defence at the UEFA Women’s Euro 2025 with a few powerful marketing moves.
A custom-branded aircraft is probably one of the most viral and well-known marketing moves. Nike prepared just that. The plane that flew the Lionesses home to London sported on its fuselage the word “IIOME” – a play on “home” in reference to England’s back-to-back European titles in 2022 and 2025.
The aircraft design was revealed on social media by midfielder Georgia Stanway. Nike is a long-time sponsor of the Lionesses and used the moment to reinforce its association with the team’s growing legacy under head coach Sarina Wiegman.
Airplane aside, Nike outfitted the winning squad with team shirts displaying “IIOME” – “Home” having already been the ad copy for the English squad in 2022, when the WEUROS took place in the UK.
→ Read more here: Why women’s sports are worth a closer look
