Homeground visualises the Lionesses style on the pitch as completely made-up products

What better way to celebrate the team's Women's Euro 2022 win than with a series of tongue-and-cheek (and totally imaginary) products.

1 August 2022

For the first time since 1966, the silverware has been brought back to Wembley Stadium. Throughout the Women’s Euro 2022 championship, the creative world has been awash with brilliant responses. From Kelly Anna and Inmotion’s sticker pack-inspired squad announcement video, all the way through to Nike updating its swoosh in celebration of those final winning moments, the ingenuity has been endless – and it doesn’t stop there. In an ongoing campaign building up to the championship final, Homeground, a creative agency specialising in sports culture, has immortalised a series of players as different products based on their style on the pitch, from double fresh cream to a video game controller.

Led by creative directors Rachid Ahouiyek and Gabi Mostert, the series visualises players like Alessia Russo as a Zippo lighter, “for her ability to spark magic from the bench”, and Fran Kirby and Ella Toone as oil paint for “their masterpiece performances”, Homeground says in a release. Sarina Wiegman, who delivered the goods at the final game, has similarly been transformed into a stamp.

A marker of true sportsmanship, the creative agency has also drawn inspiration from opposing teams. For example, Sweden’s Caroline Seger has become Seger multi-purpose glue – “for better bonding across any pitch”. Meanwhile, Lena Oberdorf is represented as a vice “to reflect her unrelenting grip on the midfield”, Homeground explains.

On the thinking behind the project, Rachid says: “We wanted to do something to show our love for the game and the players; no one gets football like we do and we’ve really enjoyed cooking them up.” Gabi adds: “Sunday night changed everything. Because of that game, our girls are growing up in a different world.” For anyone looking to relive their personal highlights from the championship in a unique new format, discover the full collection of designs on Homeground’s Instagram.

GalleryHomeground: Euros 2022 (Copyright © Homeground, 2022)

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Homeground: Euros 2022 (Copyright © Homeground, 2022)

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About the Author

Liz Gorny

Liz (she/they) joined It’s Nice That as news writer in December 2021. In January 2023, they became associate editor, predominantly working on partnership projects and contributing long-form pieces to It’s Nice That. Contact them about potential partnerships or story leads.

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