No one was more confident that the US Women’s football team would take out a record fourth world cup win than team sponsor Nike.
The sportswear giant sent out a powerful new ad, aptly titled ‘Never Stop Winning’, as the team was celebrating the 2-0 victory over the Netherlands in France overnight.
The 60-second ad from Wieden + Kennedy Portland features black and white images of the players and begins with the famous ‘I believe’ chant, before continuing into an empowering speech.
“I believe … that a whole generation of girls and boys will go out and play and say things like, ‘I want to be like Megan Rapinoe when I grow up’ and that they’ll be inspired to talk and win and stand up for themselves,” the voice in the ad says.
Rapinoe, who collected both the Golden Boot and Golden Ball awards for the tournament, has made headlines throughout the campaign both for her strong performances on the field and her anti-Trump comments in which she said she wouldn’t go to the “f*cking White House” if the USA won the World Cup.
The ad not only celebrates the victory but also highlights the significance the highly-successful team has had off the field.
It includes messages like: “We will keep fighting not just to make history, but to change it forever” and “This team wins. Everyone wins.”
Nike also released a commemorative jersey after the win featuring a fourth star above the emblem to celebrate the team’s fourth world cup victory and ‘Champions 19’ on the back.
The latest ad follows on from Nike’s “Dream Crazy” work, also by Wieden + Kennedy Portland, taking out the inaugural Grand Prix in the new Entertainment for Sport Lions at Cannes last month.