Women's Word Cup 2023 - Like a Lioness

Faced with the insight that 63% of teenage girls in England couldn’t name a single Lioness, and that many were disengaging from sport altogether, Nike set out to change the narrative. The creative challenge was to spark connection, build visibility, and help girls see themselves not just in football, but in the fierce, fearless spirit of the Lionesses.

The work centred on making the Lioness mindset tangible and relatable. Through social-first storytelling with athlete and culturally relevant artists such as Ms Banks.