Nike and Rebel Girls are back, extending last summer’s content partnership in an effort to inspire confidence in girls while celebrating the joy of sports.
Last summer, Nike and Rebel Girls launched a campaign titled “Game-Changing Footballers” in advance of the 2022 UEFA Women’s Championship. The campaign was based on the book, “Rebel Girls,” and featured such female football stars as Norwegian striker Ada Hegerberg, the first female soccer player to have been awarded France’s Ballon D’Or; French striker Marie-Antoinette Katoto; captain of the English national team Leah Williamson; and Italian forward Barbara Bonansea.
This summer, the partners are continuing these efforts as they work to reach more than one million girls through storytelling, activities and in-person community events. They are releasing a limited-edition book, “Rebel Girls Kick It: World Champions Take the Pitch, and You Can Too,” that features stories and fun facts alongside original illustrations of 28 Nike athletes, activities intended to help them grow their football skills, interviews with coaches, and more.
Starting July 1, Rebel Girls Kick It content will be available on Nike’s website, app and social channels, and Nike will distribute nearly 1 million copies of the book throughout the UK, France, Australia and the US at Nike stores and events and with community partners, such as The Reading Agency’s Summer Reading Challenge.
Starting July 13, Rebel Girls will release new podcast episodes featuring five Nike athletes. The episodes will be available globally on the Good Night Stories for Rebel Girls channel. It also will include interviews conducted by Rebel Girl Nandi Bushell and a Nike ambassador.
Finally, the Nike FC Rebel Girls Tour will hold in-person events across London and Paris designed to introduce girls to football. Designed by Nike with inspiration from Rebel Girls’ Courage+Confidence Project, the activation uses activities, crafts and digital experiences – surrounded by Rebel Girls’ athlete illustrations – to boost football skills, inspire confidence and celebrate women footballers. Events will be held with football clubs and community partners throughout July and August.
The partners hope the campaign inspires more girls to take part in sports, which is shown to increase girls’ confidence and happiness. According to Rebel Girls, girls’ confidence levels drop as much as 30 percent between the ages of 8 and 14 and nearly 60 percent of girls report experiencing persistent sadness or hopelessness. Among young female athletes, nearly 70 percent report feeling happy each day. In addition, more than a third of teen-aged girls say a lack of body confidence keeps them from physical activity, while girls who play sports are four times more likely to have high body confidence.
“We are proud to partner with Nike to inspire the next generation of athletes, boost confidence in girls, and create impact in local communities around the world,” said Jes Wolfe, Rebel Girls CEO, in a statement.