Flag football is one of the fastest growing sports in the world played in over 100 countries by 20M people ––it’s accessible, dynamic, and inclusive. As the stewards of football, the NFL has been fuelling the game from the grassroots to the Olympics. But one place flag football had never been was the Super Bowl.

While flag football’s participation is growing, it’s often perceived as “soft”, “boring” or “for kids”. The reality is that flag is just a different form of the football we all know and love.

Our challenge was to bring flag football to the Super Bowl stage in an epic way that showcased the athleticism of the sport and entertained America.

Headlined by the greatest flag football player in the world, Diana Flores, ‘Run With It’ is a high-octane chase where everyone gets in on the action.

With help from tennis champion and women's rights activist, Billie Jean King, Diana is able to out-pace and out-juke everyone from Mr. Beast, to NFL player Jalen Ramsey, even her mother! No easy feat that kept the audience guessing. In the end, it becomes an uplifting celebration as Vanita Krouch and Bella Rasmussen, both prominent women in football, run alongside her.

Featuring Spanish language and a star-studded cast, the epic film shows the game we all love like we’ve never seen it before. It celebrates the women pushing football forward, in a sport that has historically been dominated by men. It honors the impact that women are having every single day by making this game their own and taking it to new heights.

While everyone is getting in on the flag football phenomenon, women are the ones leading the game.

Since 2019, there’s been a 40% increase in female participation in both travel and high school teams. As several states sanction the sport, with California being the most recent to do so, we can expect rapid growth in the coming years.

When talking about the rise of flag, Diana Flores cannot go unmentioned. She’s arguably the greatest flag football player in the world and at just 24, she’s already led Mexico’s national team to win gold at the World Games in 2022. Winning over team USA and Vanita Krouch, 41 year old quarterback of the USA flag team, who took silver.

Our strategy was to celebrate these women who are pushing all of football forward to show America, and the world, the game we all love like we’ve never seen it before.

We conveyed the speed of flag football to show Diana out-maneuvering some of the best NFL players. She's is one the world's most dynamic runners, we paired her speed and smaller stature against the massive size and strength of some of the worlds’ best and biggest NFL players. It was a true David vs Goliath story. Then we both carefully choreographed her path while also leaving room for “free play” where we let the real athletes play the game they love as we filmed. Then, we upped the ante further with turning Diana into near superhero status (without ever leaving a world of heightened realism) with high flying stunts like a real slide down an escalator with a three story drop on either side, jumping from rooftop to

The film left audiences everywhere feeling uplifted and inspired, igniting a groundswell of positive reactions across the nation – including Diana’s family who burst into tears after seeing she was the star of the film, her father filled with tears said “Imagine the impact, that’s what you’ll have…what a thing, isn’t it?” – and beyond our borders, Diana inspired women in China to create their own version of ‘Run With It’ in honor of Goddess Day (China’s women’s day).

Beyond the emotional, human responses, the world of entertainment and advertising took notice too with the film being nominated for a sports Emmy, receiving five stars from AdAge and earning the #2 spot on USA Today’s Super Bowl AdMeter. On a brand level the film resulted in a +55% increase in positive perceptions of flag football, and increase in perception of the NFL being inclusive (+21%) and global (+14%).