Nike vs Earps: Why a reactive approach to women’s sport can result in an own goal

Too often brands take a reactive approach to women’s sports when they should be leading the charge in supporting female athletes not only because it is the right thing to do, but because audiences are demanding it.

Why did so many brands fail to realise the potential this cultural moment offered?

This summer’s Women’s World Cup generated $900 million, the second greatest amount generated by any global sporting event. At the same time, many brands have been slow to leverage the opportunities the tournament offered, rising to the challenge only when pushed - as recently demonstrated by Nike’s u-turn on producing Mary Earps’ goalkeeper shirt. 

Now, with the tournament finished, it’s time to look back and ask: why did so many brands fail to realise the potential this cultural moment offered?

Above: England No. 1, Mary Earps, was unhappy at Nike's decision not to sell a replica of her goalkeeper jersey. 

First, some stats; over 21.2 million people tuned in to watch the BBC’s coverage of the Women’s World Cup in the UK across the tournament, with the final attracting a total TV audience of 14 million. This has been the second largest TV event in 2023, eclipsed only by the King’s Coronation. Records were also broken across the globe, with the semi-final attracting the highest ever viewing figures in Australia, peaking at 11.15 million.

So, the audience was there, but where was the support from brands?

Nike takes shots over Earps' shirt

For many brands, this World Cup was about being reactive rather than taking a proactive approach, with few partnerships and collaborations with players. The controversy surrounding Nike’s initial decision not to produce a goalkeeper shirt for Mary Earps is just one of the more prominent examples.

The audience was there, but where was the support from brands?

As the official kit sponsor of England football, Nike refused to release Earps’ replica goalkeeper shirt ahead of the World Cup, when the likes of Ella Toone and Alessia Russo’s shirts were made available for purchase. This led to a public outcry by our Number 1, who slated the brand for implying being a goalkeeper ‘isn’t important’ and offered to fund the kit herself.

It was only after a petition achieved +150,000 signatures and an MP submitted a motion to parliament calling for Nike to release the jersey that the brand performed a u-turn. Nike will now be stocking a limited number of the shirts but has yet to provide further information.

Taking this reactive approach to a public outcry has undoubtedly damaged Nike’s reputation. If Nike and other brands demonstrated authentic support for the Lionesses ahead of the tournament, they would have connected better with so many fans. 

Above: Hope United was one of only a few campaigns that Towers Mode feels lived up to brand expectations.

Mostly off target

It wasn’t just Nike that missed the mark: few brands showed up during the tournament and, for those that did, their advertising was lacklustre at best. Campaign messaging was dull, generic and seemed like an afterthought.

Few brands showed up during the tournament and, for those that did, their advertising was lacklustre at best.

There were some excellent campaigns: Adidas Play Until They Can’t Look Away was a great example of a brand generating buzz by asking people to film themselves playing football with a chance to feature in their final ads. EE’s Hope United campaign continues to shine a light on sexism and misogyny that prevails in our society and holds women back from taking part in sports. Another favourite of mine was Lego’s Play Unstoppable campaign featuring female footballers, including England's very own Lego enthusiast Lauren Hemp.

Tournament highs

This World Cup was, without doubt, the biggest, boldest and most impressive display of how far the women’s game has developed globally. My favourite shock result was Korea Republic drawing 1-1 with former World Cup Champions Germany, knocking them out of the group stages. Or Jamaica’s Reggae Girls drawing with France; a team ranked 37 places lower, who had to crowd fund their tournament campaign.

Colombia’s Linda Caicedo made her mark at only 18 years of age with two sublime goals and a bag full of technique, and Moroccan player Nouhaila Benzina made history by becoming the first person to wear a hijab at a World Cup– a signal that football can and should be for everyone.