To inspire and motivate young girls and women to stand up for each other and themselves, Adidas swapped players' names for real-life empowering tweets on the back of the jerseys of the Swedish national women's football team. The initiative was called #InYourName (#idittnamn).
An earned media reach of +1 billion people. With no paid media at all. The jerseys sold out and 76 % of those exposed to the campaign consider the jersey to be a symbol of pride. But more importantly, we got hundreds of thousands of supporting voices. Together we turned the Swedish matter into a global matter.