The new adidas campaign for the FIFA Women's World Cup

Like so many National Teams already in training, adidas is preparing for the upcoming FIFA Women's World Cup scheduled to take place in Australia and New Zealand by releasing a campaign video dedicated to three new faces of world women's football and featuring other long-standing adidas ambassadors such as Lionel Messi, David Beckham, Leon Goretzka and Ian Wright, as well as actress Jenna Ortega. The protagonists of the 'Play Until They Can't Look Away' campaign are icons of the new generation such as English striker Alessia Russo, German midfielder Lena Oberdorf and Mary Fowler, the striker who will host the next World Cup with her team Australia. 

The campaign and the support of adidas' biggest partners is aimed at supporting the women's football movement, which has arrived at this World Cup with still many goals to achieve but also with considerable successes achieved in recent years. The stage of the World Cup is a huge opportunity to convey the values of the entire movement and the German brand, as the official sponsor of the event, with this campaign has only increased the desire to see the 32 national teams competing on the pitch. Russo, Oberdorf and Fowler in the video show all their features, in unexpected contexts such as the aisles of a supermarket, a forest or an amusement arcade. In addition to the cameos already mentioned, there are also several easter eggs and references to moments from the past and symbols that have defined adidas' style over the years.