Lego’s New Campaign Empowers Young Girls To Explore World of Football

Lego’s New Campaign Empowers Young Girls To Explore World of Football

News by Anja PaspaljAnja Paspalj
Published: June 01, 2023

Lego’s new “Play Unstoppable” campaign empowers girls to challenge stereotypes and achieve what they want, inspired by first-league female football superstars.  

Some of the world’s most famous football stars have lent their name to Lego’s “Play Unstoppable” campaign, including Yūki Nagasato, Sam Kerr, Asisat Oshoala, and the former USA Women’s team Captain Megan Rapinoe.  

In a short film titled "Play Moves Us," yet to be released by Lego Group, the four players are joined by young girls from around the world to explore their potential and the possibilities of playing unstoppable. The players also feature in a dynamic one-minute spot teasing the campaign. 

“Women’s football is a powerful reminder of what girls can do when they break free from stereotypes – our four footballers are players at the top of the game. As strong women on and off the pitch, they are inspirations for girls everywhere to realize their potential,” said Julia Goldin, the chief product and marketing officer of the Lego Group. 

Receive proposals from top creative agencies. It’s free.

In addition to releasing an 899-piece football-themed Lego Icons of Play set featuring the football stars, the company is teaming up with the U.S. Soccer Foundation and Football Australia. 

Through Lego’s partnership with the U.S. Soccer Foundation, three permanent mini-football pitches are scheduled to be open, to create greater access for playing football and encourage girls to exercise their potential in the sport. 

View this post on Instagram

A post shared by LEGO (@lego)

“Play, both on and off the pitch, helps children explore who they are, build confidence and feel like part of a team,” explained Australian football player Sam Kerr for the campaign. 

“But despite the talent of female players and the excitement of the game finally being recognized on the global stage, there are still many stereotypes that surround girls, their hobbies, and the way they play that we need to break down,” she added. 

The Lego Group is putting it's brand values in the spotlight by focusing on empowering young girls and women to challenge stereotypes and explore their potential. 

Subscribe to Spotlight Newsletter
Subscribe to our newsletter to get the latest industry news