Foot Locker Women World Cup 2019 Campaign
For the FIFA Women World Cup 2019, we tapped into Foot Locker’s iconic branding and shined a light on the most underrated athletes in the game: the referees.
With a thought: it’s not hard to be a female referee. It’s hard to be a referee.
Agency: VIRTUE by Vice - Director: Duco Coops - Photographer: Lois Cohen
In 10 days (not a joke), we partnered up with three young refs, created a micro-campaign portraying each of them to celebrate their skills rather than their gender.
The real pride was to work together with Foot Locker to fund the costs of female future refs’ courses all around Europe, helping them achieve a key milestone in their path to becoming qualified referees.
- Project Roles
- Creative Director, Writer
- Vice Virtue
- Brand Strategy, Copywriting, Creative Direction
- Brand Films, Branded Content
- Project Industries
- Advertising, Sports