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adidas and the Swedish Football Association (SvFF)

Issue 44 | September 2017

Background

Usually, the launch of the Swedish women's national football team jersey got no attention and sales were low. This mirrored the situation for women's football in the country generally, where half the girls who played the game were considering quitting.

The challenge was to turn the launch of the latest jersey into an initiative that might inspire more girls to take up playing.

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