Moments after the Lionesses made history, Sure celebrated the momentous Euros win with a campaign riffing on its long-standing brand slogan, declaring: ‘You didn’t let us down.”

A bold cover wrap of The Metro backed the England team's incredible achievement in real time. The morning Metro cover featured four distinct messages, including: “Roar Loud. Sweat Proud.” and “You Didn’t Let Us Down.” 

With quick turnaround creative from VML and media handled by Mindshare, the simple campaign has maximum cultural impact. 

Throughout the tournament, Sure adapted to the real-time twists and turns in quick Euros creative executions. A ‘One More’ iteration was inspired by the social posts of the Lionesses and brought the speed of social to life in print. 

The final Metro cover wrap celebrated the winning achievement, but throughout the entirety of the tournament, Sure was backing the Lionesses across digital, in high impact out of home sites and across news to capitalise on the nation's excitement. 

As the Lionesses continue to write history, brands maximising on the cultural capital of the moment are successfully rewriting the rule book when it comes to women’s sport marketing.