Football is the world’s most popular and most loved sport. It can unite nations, overcome prejudice and change people’s lives, mainly in countries with widespread gender discrimination and inequality. Despite this, only 10% of players are women. Due to this lack of role models, many girls drop out of football in their youth.

After the FIFA Women’s World Cup final, we had the big opportunity to run a global campaign that challenged people to keep supporting and playing women's football all the time, not just every four years when the World Cup is on.

We decided to use the World Cup spotlight to keep lighting up women’s football, even when the spotlight is gone. Because the excitement about women's football shouldn’t end with the World Cup.

So, while the whole world was looking at the players, we decided to look at the girls being inspired by them. Because they were right there: cheering in the crowd, entering the pitch with the players or singing the national anthem next to them.

We utilized real and unposed stock images captured by FIFA during the World Cup to showcase the genuine emotions of girls whose dreams are just beginning, emphasizing that the conclusion of the World Cup marks a new chapter. The day after the World Cup final, we launched our global campaign across newspapers, billboards and social media, reaching and inspiring millions of girls to envision themselves as the future faces of the sport.

Rexona commitment to inspire confidence in every woman to get more and more girls to play football should be a commitment of everybody. That’s why we decided to communicate this global campaign not only to women, teens and girls who love football but also to

every football fan around the world, to challenge them to keep supporting and playing women's football all the time, not just every four years when the World Cup is on.

The global campaign was launched as soon as the FIFA Women’s World Cup finished and ran for six months, from 21/08/2023 to 21/02/2024. We ran print ads in national newspapers and out of home media from Australia, Brazil, Spain and Argentina and digital ads

on Rexona’s Meta accounts from the same countries. Our billboards were strategically placed close to different local football clubs where many girls learn how to play football.

With a budget solely allocated for media buying and zero production costs, we became part of the most-watched Women’s World Cup in history, reaching and inspiring millions of girls to envision themselves as the future faces of the sport.

After the FIFA Women’s World Cup, more than 3 million girls joined the sport around the world, the hashtag #Rexona was shared 55 million times on social media and we kept empowering girls worldwide with the opportunity and confidence to play football with our Breaking Limits Programme in the UK, the US, Brazil, Argentina and Mexico. We also extended our sponsorship with FIFA until 2027 to continue supporting women's football around the world, hoping to get more than 60 million women and girls into the sport by

2026.