Hails & Fails – August 1st 2025
England’s Lionesses stormed their way to Euro glory once again – and the brand world roared right alongside them. From clever creative tweaks and confidence-boosting campaigns to cheeky billboard banter, Nike, EE and Paddy Power grabbed the opportunity and nailed it. But not everyone read the room – Tesco stumbled into a PR own-goal.
HAILS
Nike Nails It with “IIOME.”
Nike scored big by changing its iconic “HOME.” mural to “IIOME.”, a nod to the Lionesses winning the Euros both at home in 2022 and now away. Simple, striking and instantly shareable, the creative was a masterclass in subtle storytelling. It showed respect for the moment, celebrated history in the making and generated social buzz without overcooking it.
EE’s OOH Campaign is Pure Inspiration
EE brought the heart with a powerful nationwide out-of-home campaign declaring: “WHEN THIS SQUAD WINS, WE ALL WIN.” Going live just hours after the final whistle, the campaign extended its Everyone Needs a Squad platform, championing young girls’ confidence and belonging in sport. Backed by real stats and strong messaging, EE proved it’s more than a sponsor – it’s an ally.
Paddy Power Brings the Bants
Paddy Power did what Paddy Power does best – bold banter. With billboards declaring “Never send a man to do a woman’s job,” the brand leaned into England’s historic achievement with its trademark tongue-in-cheek humour. It was a cheeky dig at the men’s team’s failures but captured the national mood perfectly. Fans loved it – and the memes wrote themselves.
FAIL
Tesco’s “Meet the Lionesses” Own-Goal
Tesco managed to upset Welsh fans with a Lionesses display in a Cardiff store – just weeks before Wales’ women’s team faced England in the same tournament. Customers called it “deeply offensive” and the Football Association of Wales chief even weighed in. Tesco apologised and removed the display, but the damage was done. Sometimes, “reading the room” isn’t optional.
