Euro 2022 was the biggest tournament to date for women’s football. Hosted by England, a country whose governing body had banned women from playing the game competitively for over 50 years.
For Nike, the objective was to raise the profile of the women’s game - showcasing the players as sporting heroes, to support and elevate the icons of today’s game.
As the tournament progressed, it looked like England might finally get the glory it had waited so long for. Should the Lionesses do the unprecedented, Nike wanted to be ready. This would be the first-ever major tournament victory for the women’s team, whilst also ending a major tournament drought for the nation since 1966.
The core task was to celebrate this iconic moment in English sporting history in a way that would be unmissable around the country amongst the victory celebrations, whilst endorsing and elevating the scale of the achievement.
In a country obsessed with football, the England women had always been firmly in the shadow of their male peers. So when the Lionesses finally did what no England team had managed in 56 years, we celebrated their moment with one word England fans had been singing and dreaming of for decades - HOME.
By combining this iconic word with one of the most iconic logos in the world - the Nike Swoosh - we were creating a visual asset that was both familiar and novel, iconic and shareable, and which we would look to establish as the defining visual to celebrate the achievement of the Lionesses.
"It's Coming Home" is a song that’s rooted in the history of the men’s game in England - speaking very specifically to their failings across a multitude of international tournaments. It’s an iconic part of football and wider popular culture.
There could be no part of men’s football culture that would be more powerful for the Lionesses to appropriate, and reclaim as their own.
- 2.4Bn+ earned media impressions.
- The team was wearing the shirts in the celebration photos featured on the front cover of (almost) every major newspaper in the UK, and covered in over 3,000 press articles
- £25m+ earned media value in the UK
- Worn by the Mayor of London live on TV
- HOME Tee featured in every major UK newspaper and every major UK News channel
- “Nike HOME Tee” trended on Twitter
- 160% traffic increase to Nike.com in the moments surrounding the end of the match
- 2000 new Nike members in 5 minutes after the final whistle
- Most liked @nikelondon IG post ever
- HOME Swoosh shirts “sold out” in minutes (they were available to claim by Nike Members for free)
- Chloe Kelly was featured in Grazia wearing HOME Swoosh shirt