adidas unveils its Women's World Cup campaign

The campaign stars players Alessia Russo, Lena Oberdorf and Mary Fowler, and features Leo Messi and other brand ambassadors such as Jenna Ortega and David Beckham.

A week before the Women’s World Cup kicks off in Australia and New Zealand, adidas has just unveiled its new spot for the upcoming FIFA tournament. The advert, entitled “Play Until They Can’t Look Away”, emphasises that women’s football has become so strong over the last few years that it is now definitely impossible (and unfair) to ignore.

The spot stars three international women’s football stars: Alessia Russo of the England national team, Mary Fowler, who plays for the Australian national team, and Lena Oberdorf, who plays for the German national team. With its announcement, adidas aims to generate attention for the competition and inspire other women, young women and girls to follow in the footsteps of the next generation of football icons.

The Women’s World Cup kicks off on 20 July with a match between New Zealand and Norway. With just over a week to go, adidas has dared to launch its most impactful campaign related to women’s football. To multiply the impact, it involved legends such as David Beckham, Leon Goretzka and Ian Wright. Brand ambassador and football fanatic Jenna Ortega and Leo Messi also took part.