FIFA activate legends for media campaign leading into France 2019 Women’s World Cup

February 8 – FIFA have launched a social media campaign featuring 23 legends of the women’s and men’s game ahead of the Women’s World Cup with the aim of increasing global support for women’s football.

Thirteen women and 10 men have been “selected for their superhuman qualities and unshakeable commitment on and off the pitch. Each has had to overcome obstacles in the face of adversity and as part of the campaign and the wider FIFA #DareToShine movement, will be encouraging women and girls to push boundaries to succeed in all areas of life.”

Legends include Alex Scott, Marcel Desailly, Nadine Kessler, Michael Essien, Laura Georges and Gilberto Silva,

The initial video, see below, will be followed up with a 23-episode series of mini-films giving an insight into the #LegendsAssemble movement and, said a FIFA press release, “reveal the relationships that defined them as footballers as well as the struggles that influenced them to become advocates for the women’s game.”

Each player is given a call to arms and transformed into their alter-ego showing them in their national team colours and sporting superpowers that range from shapeshifting to genius intelligence and X-ray vision.

They will take part in almost 100 events across the world including trophy tours, Host City activations and media appearances. As well as aimed at inspiring a new generation of players, the four-month campaign objective is to drive match attendances, increase TV viewership, generate engagement.

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