From grassroots to Wembley.
Women’s football is the fastest growing sport in the world, 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.
Football fans and small business owners have more in common than it first appears.
Both are driven by resilience — showing up consistently, often without guarantees. Both rely on creativity — making things work with limited time, tools and resources. And both are built on community — loyalty, identity and shared effort.
For Adobe Express, small businesses are a core audience. This partnership gave us a cultural lens that felt natural and credible: the inner hustle of people who build, adapt and create every day.Field of Dreams.
We began at club level, with a simple question: what would a football kit look like if it were designed by the people who actually wear it?
In partnership with Versus, we collaborated with designer Hattie Crowther, working directly with players to co-create a bespoke women’s football shirt and crest. Using Adobe Express as a shared design space, the process moved from moodboards and cultural references to typography, colour and form — all shaped by the team’s identity, values and sense of belonging.
The design leaned into visibility and confidence: a kit that felt expressive rather than inherited, and functional without losing personality. Every decision — from colour choices to graphic language — was rooted in the idea that representation isn’t decorative; it’s structural.Dream crest.
Building on the idea of ownership, we launched a social-first campaign with Lioness Alessia Russo, inviting fans to design their own dream team crest using Adobe Express, and win tickets for the AWFA Final.
Templates, prompts and remixable assets lowered the barrier to entry — making participation feel immediate and achievable. The focus wasn’t on perfection, but expression.
This phase connected directly to our core Express audience — small businesses and creators — by celebrating the same mindset: initiative, adaptability and pride in what you build yourself.
The road to Wembley.
After months of grassroots and community-led creation, the campaign landed at scale with a national TV spot and a full OOH presence around the Women’s FA Cup Final.
By the time we arrived at Wembley, the story was already in motion, shaped by clubs, fans and creators across the country. The broadcast and OOH work didn’t introduce the idea; it amplified it.
The result was a partnership that moved from participation to visibility, and brought everyday creativity onto the biggest stage in women’s football.
From the pitch to the little screen.
Throughout the season, we showed up where fans are. From supporting small local teams to large-scale stadium takeovers, the campaign celebrated the women’s game — and the diversity of ways people experience it.
Leading into 2026, we partnered with Channel 4 as the official broadcast sponsor of the championship. This was brought to life through a series of idents designed to accompany viewers wherever they watch the game — at home or beyond.
My role:ECD
Strategist
Idea sponsor
Cheer leader
Team credits