January 29 – Concacaf is using the Women’s Olympic qualifying tournament to reinforce its empowerment message with a series of immersive fan zone experiences and a collaboration with Girls Will Be.
The tournament opened yesterday with wins for Costa Rica and the US over Panama and Haiti in Houston, and continue today with Canada, St Kitts & Nevis, Mexico and Jamaica entering the fray in Edinburg, Texas.
Fans entering the ground would have first experienced Concacaf’s well-named Hall of Femme, described by the confederation as “an empowerment platform that brings new perspectives to the world of women’s football through the lens of resistance, resilience and love of the game. Fans will explore player profiles, show their fan spirit with custom face paint and share their experience with a photo op in front of a mural created by a local female artist.”
A Girls Will Be-Concacaf partnership store offering a series of empowering message t-shirts as well as feature items from the Girls Will Be clothing line full of stereotype-busting designs, not-so-short shorts, and pockets – “after all, how can a girl take on the world without pockets?” says the Concacaf press release.
Fans walking through the experience zone will pass a chalkboard wall where they add their message to complete the phrase ‘Girls Will Be _____.’
“As it fills up, this word wall will become a powerful statement about all that girls will be: fierce, strong, smart, unique, so many things,” said the Concacaf press release.
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