From grassroots.
To Wembley.
Women’s football is the fastest growing sport everywhere, but creative resources across the game are uneven. Top-flight clubs have teams, budgets and reach. Grassroots and semi-professional clubs often rely on volunteers: with little time, tooling or support to tell their stories well.
For Adobe, this was a moment to put Creativity for All into practice:
How could we celebrate the pinnacle of the game and empower everyone around it?
How could our product play a real role, not just a logo one?
The Game is Yours To Make.
We framed the partnership around a single organising principle: The Game is Yours To Make. Whether you are a small club, an aspiring star, or an established team, you can use Adobe Express to grow your brand and leave your mark inside and outside of the stadium.
From national broadcast to hands-on workshops, every activation was designed to invite participation, enabling creativity and celebrate the game through design and free expression.
Reinventing Product Storytelling
Further down the funnel, we transformed our hero stories into high-performing, conversion-focused content. Working with our creative partners at 72 and Sunny, Labor and Kings and Kongs we redefined the product video format—showcasing Adobe Express’ mind-blowing features from a fresh, dynamic perspective.
From flyers to social media, we built 24 unique narratives that reflected the full spectrum of our audience, proving just how powerful Adobe Express is for real-world marketing.
Making Adobe Express Unmissable
Our social strategy? Simple—make Adobe Express impossible to ignore. We teamed up with high-impact influencers who didn’t just talk about the product—they used it in ways that felt authentic and aspirational.
Entrepreneur and podcast giant Steven Bartlett kicked off the new year by teaching his audience how to build their own manifesto with Express. Football superstar Alessia Russo created her dream team and custom crest using our commercially safe AI image generation. These weren’t just endorsements—they were real, engaging use cases that showed Express in action.
Bringing Adobe Express to You.
Great products need to be experienced, so we took Express to the streets. During launch week, we set up interactive experiences at Waterloo and London Bridge stations, giving thousands of people the chance to see our image-making and print capabilities in real-time.
For students, we went even bigger. Since Adobe Express is free for everyone—and students get a free Premium plan—we created our own Adobe Express music festival, packed with interactive activations that showcased just how much creativity was at their fingertips.
The Results: A Category-Defining Launch
We didn’t just launch Adobe Express in the UK. We turned it into the go-to creative platform for entrepreneurs, students, and creators ready to make their mark. And this is just the beginning.