Campaign Spotlight

Campaign Spotlight: Lion to Lioness – Netherlands Women’s National Football Team gets new crest in partnership with Wieden+Kennedy Amsterdam

AMSTERDAM – Ahead of the UEFA Women’s European Championship, the Royal Dutch Football Association (KNVB) is introducing a new crest featuring a fierce Lioness for the Netherlands Women’s National Team. Known as the Oranje Leeuwinnen (Orange Lionesses), the new crest not only reflects the values and pride of the team, but creates a symbol all female players in the Netherlands can rally behind.

After 46 years of being called Lionesses, and playing like Lionesses, it’s time the Leeuwinnen get to wear their namesake on their chests. Created in partnership with KNVB, Nike and Wieden+Kennedy Amsterdam, the new crest was adapted from a lion to a lioness in celebration of the team and to inspire a new generation of players to ‘Wear What You Are’.


Nike – They Call Us Lionesses from Wieden+Kennedy Amsterdam on Vimeo.

The crest was revealed on July 5, when the team picked up their new kits and held a public unboxing at the Nike Kalverstraat store. Following the reveal, the team attended a special event outside the city’s Royal Palace at Dam Square, where they held a meet and greet with 200+ young fans and posed for photos in front a billboard installation with the campaign messaging.

Hannah Smit, W+K Amsterdam Art Director, says: “This is an idea that is so much bigger than just a campaign or logo update. It’s an idea that will endure and a strong statement that will help to continue to accelerate the growing momentum around women’s football. It’s a message that gives female players something of their own to rally behind and to help drive sports participation amongst women in The Netherlands and beyond.”

The new Lioness crest will debut at the UEFA Women’s EURO 2017 tournament’s opening game, when the Lionesses face Norway in Utrecht on July 16. To support the crest change, a social media campaign will give players centre stage to unveil the new crest and engage directly with the women’s football community and team supporters. Additionally, an online film ‘They Call Us Leeuwinnen’ explains the rationale behind the crest change.

A limited stock of special edition Lionesses apparel is available and can be purchased from the Nike store in Amsterdam now. The next jersey with the new crest is planned for spring ’18 and will be available for consumer’s through Nike and KNVB.

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