Dutch football may be experiencing it’s darkest times, well at least the men’s team. The women’s team, however, has recently experienced an upswell of energy and excitement. And without any real support or exposure.

This environment has fostered a unique mindset in women’s football in the Netherlands - especially among young girls. A mindset foged away from shiny stadiums, spotlights and endorsements. A mindset of girls who have pure love for the game.

With Netherlands hosting the UEFA Women’s Euro 2017, Nike wanted to celebrate this unique mindset, elevate women’s football, and inspire all Dutch female athletes.

The project’s budget was around €150k and ran across all of The Netherlands.

We unveiled the crest change with a large manifesto in Dam Square in front of the Dutch Royal Palace. We invited 250 fans to the event and offered an exclusive Q&A with athletes.

In the days leading up to the first match, we leveraged the voices of local Dutch influencers, the KNVB and the national football team to spread our messaging and unbox special influencers kits with the new crest.

Throughout the tournament, we took over social feeds through athlete and victory tacticals. We also had on-the-ground presence in key cities like Amsterdam and Utrecht.

To cap off the campaign and celebrate the team’s epic win, we changed all Leeuwenstraats (Lion Streets) in the Netherlands to Leeuwinnenstraats (Lioness Streets).