Nike Unleashes Pulsating Women's Soccer Ad For 2022 Euros

Nike’s new film celebrating women’s soccer might just make you sweat.

The pulse-pounding, ebullient beats sizzle for 80 seconds, as Wieden+Kennedy London and director Valentin Petite deliver a message of strength and equality timed to the 2022 UEFA European Women’s Championship (known as the Women’s Euros).

That Nike bubble-gum logo at the 11-second mark slaps, as does the soundtrack, “Shake It to the Ground,” an irresistible, rapid-fire 2006 club jam from DJ Balqstar and Rye Rye.

Tagged “Never Settle, Never Done,” the spot showcases stars such England captain Leah Williamson, France’s Marie-Antoinette Katoto, Spain’s Alexia Putellas, Norway’s Ada Hegerberg, Sweden’s Magda Eriksson, Denmark’s Pernille Harder, plus freestyler Rocky Hehakaija. Girls from grassroots clubs across Europe also appear.

“Being part of this ad is just everything to me and a dream that came true,” Hehakaija says in press materials. “I grew up watching these big Nike ads, imitating them in the streets with my friends. Nike is showing the world that women’s football is a force to be reckoned with and is here to stay.”

Per W+K, the work seeks to showcase “the speed, technical ability and sheer quality in the women’s game, which have never been higher.” Indeed, confidence and skill are on ample display, reflecting that fact that public interest in women’s sports has grown in recent years along with media coverage and brand sponsorships.

Even so, “basking in the glory of the heights the game has reached cannot create complacency,” says W+K. “We must never stop seeking more. More professional opportunities for women in football, more investment and access at all levels and more visibility.” Hence the film’s frenetic pace: To facilitate consolidate gains and change, the movement can’t let up.

Equity in sports has emerged as a major theme for brands of late. AT&T, Buick, Cracker Jack, Puma and Michelob Ultra have all launched initiatives focused on women’s athletes and closing the gender gap.

Nike’s global “Play New” platform touches on similar ideas, exploring the empowering appeal of competition, movement and fitness for all, ranging from girls in Japan to celebs like Meghan Thee Stallion.

CREDITS

Client Nike
Project Name Never Settle, Never Done
Media Channels TV, online, Social
Clients Nicholas Vieira, Vanessa Bradley, Ruth Ilger, San Yin Mei, Jordi Pont, Andy Walker

W+K LONDON
Creative Director Tom Bender
Creatives Ankita Tobitt, Ben Shaffery
Executive Creative Directors Susan Hoffman
Group Account Director Katherine Thomson
Account Director Alice Shaw, Matt Whiteside, Siham Zerkak
Chief Strategy Officer Dan Hill
Planning Director Brian Ritter
Planner Hannah Vatandoust
Comms Planning Director Martin Bassot
TV Producer Fritha Dickie
Creative Producer Mich Bradfield, Amy Leach
Design Director Alex Thursby-Pelham, Justin Hallstrom
Designer Arabella Swan, Anabel Hazeldine
Motion Graphics Rezaul Alom
Business Affairs Alex Coomer

TV PRODUCTION
Production Company Division
Director Valentin Petite
Executive Producer / Managing Director Charlotte Lepot
Production Company Producer Benoit Roques
Production Manager Nayla Soffita
Director of Photography Paul Guilhaum
Costume Designer Buki Ebiesuwa
Editorial Company Monumental
VFX Company Monumental
Colourist Arthur Paux
Sound Company 750 mph
Sound Designer Sam Ashwell
Music Company Curation
Music Supervisor / Producer Sunny Kapoor

STILLS PRODUCTION
Photographer Juanita Richards
Digital Operators Connor Egan, George Robson