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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
Foot Locker Women World Cup 2019 Campaign