INTERSPORT X ADIDAS

EXPLORING WHY GIRLS FALL IN LOVE WITH FOOTBALL

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Marketing Campaign

Category

Campaign

Industry

Sport

THE CLIENT

adidas are the largest sportswear manufacturer in Europe. Intersport, one of the world's largest sporting goods retailers, sells top brands globally, including exclusive adidas designs.

TL;DR

Working closely with teams at INTERSPORT and adidas, we developed a concept that celebrates girls' passion for football through authentic storytelling and local voices. And we set out to bring a story-led campaign to life that taps into the personal side of the game - not stats, not trophies, but the why.

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This campaign demonstrates not only the passion and community that football provides, but how our unique stories and experiences define our love of the sport.

Eliane Ruch
Campaign Manager Athletics INTERSPORT
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MISSION

How to CREATE BUZZ ABOUT THE WOMEN'S GAME DURING THE EUROS25

The best creative ideas start with a question, one that opens the door to untold stories and unheard voices. When we asked ourselves "Why do girls fall in love with football?", it quickly became more than a creative prompt. It became a reason to explore the emotional and cultural connections between young women and the world’s most-loved sport.

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THE SOLUTION

AUTHENTIC STORYTELLING &  LOCAL VOICES

On-the-ground talent and collaboration, capturing authenticity and uniting voices across borders.

DREAM TEAM

BUILDING A TEAM OF SPECIALISTS

With director Megan, we interviewed each player and worked with local videographers in six different countries. By taking a decentralized, on-the-ground approach, we were able to capture the stories in local languages and show football as it’s truly experienced in each country - deeply personal and unique. Yet, when brought together, these individual stories form a powerful, unified chorus.

PROCESS

A COLLABORATIVE APPROACH

From the very beginning, the campaign was built on collaboration. We worked closely with INTERSPORT’s local market teams across Europe to identify real, inspiring young footballers, not actors, who could bring their stories to the screen with honesty and heart.

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    Jussi Solja, Copywriter Norway
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THE SUPERSTARS

Megan Jepson, Director
Current, Production House
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Michael Kutscher, Senior Brand Manager Activation, adidas
Valentine Zimermann, Marketing Manager, INTERSPORT
Christoph Schneuwly, Marketing Manager, INTERSPORT
Benjamin Cohen, Head of Marketing, INTERSPORT
Elaine Ruch, Marketing Manager, INTERSPORT
Marie Henaff, Producer
Rachna Dhall-Haasnoot, Creative Partner
Chris Friend, Managing Partner
 
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THE CREATIVE SOLUTION

A SPACE FOR YOUNG FEMALE FOOTBALLERS TO SHARE THEIR VOICES

Now live on INTERSPORT platforms, the final campaign is a vibrant tribute to girls and football and a proof that when we invest in real stories, told authentically and produced collaboratively, the impact is lasting.

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THE RESULT

A LOVE LETTER TO WOMEN'S FOOTBALL

The campaign has been released across the six INTERSPORT European markets from which the players are from. And, thanks to INTERSPORT’s long-term partner adidas, the official supplier partner of the UEFA Women’s EURO 2025, each of the six players were united at the final in Basel, Switzerland.

 

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