Nike - Euros 2022 England Women’s Team ‘HOME’

Agency Wieden + Kennedy London

Project Management + Production for Nike

The 2022 UEFA Women’s Euro was held in England, a country that hasn’t won a major tournament since 1966 and that has only had its female players playing as full-time professionals for four years.

As the tournament progressed it was clear that the 2022 Lionesses were special. The final saw more than 87,000 fans packed into Wembley Stadium (the highest attendance of any Euros match ever – men’s or women’s) to watch 120 minutes of tense, brilliant football that left everyone on the edge of their seats.

In the 111th minute, a shot from Chloe Kelly delivered one of the most iconic goal celebrations Wembley has ever seen.

Football came home.

England erupted.

And Nike launched the one word so many have been waiting so long to see.

HOME.

Instantly, Nike’s celebratory message was everywhere. Pitches, changing rooms and press conferences. On buses, stages, crowds and Mayors. On every major news channel, the front and back of every national newspaper and almost every social feed.