Coinciding with the women’s Euros, as the nation cheered on the current Lionesses, White Stuff celebrated the trailblazing pioneers of women’s football in a campaign titled, Still Roaring. 

The campaign, created by creative studio Weirdo, celebrated the original England Women’s football team as part of White Stuff’s ongoing mission of putting real people of all ages and backgrounds at the heart of its brand.

At the centre of the campaign, a hero film sees the England Women’s players, Julia Brunton, Sue Wyhatt, Jeannie Allott, Lynda Hale, Maggie Pearce and Pat Davie take to the stands and share their experiences of being in the team in 1972. The women reflect on the game and on the progress that has been made. The 1972 team laid the path for the modern women’s game with a match against Scotland at Ravenscraig Stadium on 18th November 1972. 

Julia Brunton, who played number 13 in the first England match says, “It was just accepted: women didn’t play football”.

Alongside the film, portraits of the six trailblazing women were placed in key out-of-home sites to give them the visibility they always deserved. Each woman was photographed by award-winning photographer Serena Brown, wearing White Stuff’s summer collection.

Celebrating the progress made in the past 50 years and giving the women who laid the foundations the recognition they deserve ‘Still Roaring’ is part of an ongoing commitment from White Stuff to authentically represent women in their midlife and beyond with authenticity. 

Shining a light on the women and their momentous achievement, the campaign shows how far women have come, while celebrating the possibilities of what women can continue to achieve in sports and beyond.