Europe – Amid UEFA Euro 2020 fever, Nike’s latest advertising spot points to a more inclusive – and ever-evolving – landscape for the future of football.
Highlighting the diversity of those attracted to the sport, and its ability to connect people across ages and backgrounds, The Land of New Football campaign features a line-up of new-generation footballing talents discussing future directions for the sport.
Featuring players such as Marcus Rashford, Pernille Harder, Sara Däbritz and Azeem Amir, the campaign shares commentary on how football is becoming more inclusive, conscious and innovative. In turn, The Land of New Football shows how Nike is supporting grassroots teams globally, developing more sustainable kits, and lastly, using technology to create future-facing football boots and balls.
While Nike is unbinding football from gender stereotypes, sports media is also undergoing its own evolution. Our recent New Sportswomen Media microtrend explores the nascent online networks and fresh reportage championing women athletes.