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June 30, 2023
With just 20 days until the FIFA Women’s World Cup (FIFAWWC) in Australia (AUS) and New Zealand (NZ), PUMA is celebrating the forgotten trailblazers of AUS and NZ’s first-ever women’s national teams who first took to the football pitch at the 1975 Asian Cup. The NZ team, which won the Cup, was never recognized for its achievement at the time, so in honor of the FIFAWWC, the brand is giving the footballers a much delayed spotlight. As part of the campaign, the former players will help engage and inspire the next generation of female footballers through PUMA’s July Accelerator Program.
While appreciation for women’s football has grown significantly from nearly 50 years ago, 1975 was a very different time for AUS and NZ’s teams. From needing to run car washes and cake stalls to fund their first international tournament to fighting against gender stereotyping and societal norms at more extreme levels, the women faced many challenges to make it on the pitch and represent their country. The campaign intends to acknowledge the pioneering women who helped pave the way for women’s football in and out of their countries.
“I’ve never met a more inspiring group of women who have genuinely blazed a trail for everyone to follow. What they have sacrificed to be able to represent their countries is nothing short of amazing – taking on discrimination, lack of finances, lack of respect and coming out on top. It is our absolute honor to be able to help share their story with the world and hopefully give them the recognition they truly deserve, as well as celebrate their enormous contribution to the sport of football,” said PUMA Oceania’s senior head of marketing and sports licensing, Neysa Goh.
As part of the visibility and recognition campaign, the “OG” (Originals) players are taking part in a special football July edition of PUMA’s Accelerator Program. The program looks to create opportunities for the next generation of elite athletes to learn and connect with each other, as well as support their future sporting careers. It will run in Sydney next month for a select group of young women from across the globe to experience a mentoring and educational summit. The event intends to enhance off-pitch skills and design to prepare them for a life as an athlete.
The AUS and NZ teams will be special guests to help inspire the next generation of women footballers. They will also be given a legacy PUMA voucher to give to a young aspiring footballer in their local area to help in the next stage of their career. The brand will announce further “plans to ensure the legacy of the OG’s live on in the future” next month.
The campaign was created in partnership with PUMA Oceania’s creative agency Bursty. Two campaign videos launched on June 11, featuring AUS and NZ team members reading a letter recognizing and thanking them as game-changers.
Source: Campaign Brief
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