Just last year, I told you about the first collaboration between Jamaican-born British designer Martine Rose and Nike.
A special edition of a supporter jersey for the England National football team inspired by the story of the Lost Lionesses, the country’s “unofficial” women’s football team, and which you can read about here.
This year the two players renewed their joint venture with a revival of the 2000 Nike Shox R4, which becomes a slip-on.
The launch of this new collaboration was achieved through a beautiful and powerful campaign that exalts a series of diverse and multifaceted women who are part of the European football world at various levels, right in conjunction with the UEFA Women’s EURO 2022 that kicked off two days ago and is being played in England itself.
All the protagonists of the campaign are women, with their strength and tenacity, breaking down stereotypes related to women’s football on a daily basis in order to express themselves, trying to build a career in football and a solid future by always setting an example.
Among the various shots in the campaign, which is not finished but will go on for a while longer, are: Hope Powell, England’s first black woman, manager, and coach in women’s football; Maria Romanchenko, Ukrainian football player; Kat Craig, human rights lawyer, activist, and coach; Ruth Ruano, Spanish pilot, mother, and football player; Jasma, who fled Afghanistan and is a player on the football team for asylum seekers and refugees; Jess Grant, mother and football player who advocates against sexual violence; Khartoum Dembelé and Founé Diawara from Les Hijabeuses, activists and Shikofa, worker and immigrant in Austria, youth leader of the football team for asylum seekers and refugees.
They all recounted their experience without fear and without leaving anything out, even when it came to dealing with the brutality and negative experiences they were forced to face and still face today. This initiative is an opportunity for all the women involved to make themselves feel even stronger and to finally feel free to live their lives as they see fit, expressing themselves without compromise through football and fashion.