Nike promotes equality in football with 'Never Done' ad

Wieden+Kennedy has produced a short film for Nike to promote diversity and inclusion in women’s football during the 2022 UEFA European Women's Championship

A call of diversity and inclusion 

Directed by Valentin Petite, the film portrays a message of strength and equality, while highlighting speed, technical ability and the quality of women’s football, which has never been higher. 

The 80-second clip features an energising beat from DJ Balqstar and Rye Rye’s 2006 song, "Shake It to the Ground," which kicks in at the 12-second mark as the Nike logo appears in bubble gum.

Throughout the film, a number of current and future high-profile faces are seen, including freestyler Rocky Hehakaija, England captain Leah Williamson, Spain's Alexia Putellas, Denmark's Pernille Harder, France's Marie-Antoinette Katoto, Sweden's Magda Eriksson and Norway's Ada Hegerberg.

Rocky Hehakaija, who features in the film said: “Being part of this ad is just everything to me and a dream that came true. I grew up watching these big Nike ads, imitating them in the streets with my friends. Nike is showing the world that women’s football is a force to be reckoned with and is here to stay.”

Support for women’s football around the world

Although women’s football has seen a sudden growth in popularity, there is still a long way to go. The FIFA Women’s Football Strategy charts the course for how FIFA will work with all stakeholders to take concrete steps to advocate against gender discrimination, empower girls and women and to make football a sport for all to enjoy.

Through this initiative, the FIFA aims to achieve three goals: growing participation, enhancing the commercial value and building the foundations.


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