Nike
Admire England,
Fear the Lionesses
Nike Football is unveiling "SCARY GOOD", a new, bold brand identity rooted in the brilliance of attacking football—celebrating the creative, fearless style of play that athletes and fans love.
This new era of Nike Football showcases the brand's relentless drive to push the game forwards through creative expression and performance innovation, both backed by deep connections beyond the pitch.
For the 14th UEFA European Women's Championship, Nike created a campaign for the England team — the Lionesses, which is built around the line: “Admire England. Fear the Lionesses.”
In the stills, the visual world leans fully into their on-pitch persona. Their fearless attitude comes through in their fierce look of determination and menacing eye expressions, amplified by focused red lighting that sharpens their intensity and presence. Paired with a customised, sharp-edged typeface, the design elevates their confrontational, on-pitch identity further.