The sportswear brand's massive rollout includes videos, store installations and clothing lines ahead of the biggest event in women's soccer

Nike may battle for dominance in the wider world of sportswear, but the brand can't be beat when it comes to the 2019 Women's World Cup. The soccer tournament, which is hosted by France this year and starts on Friday, regularly draws hundreds of millions of viewers. As a global brand, Nike seized the opportunity to create an unparalleled campaign, rolling out multiple videos, displays and clothing launches ahead of the month-long series.

Nike pioneered brand support for women's soccer, so it's no surprise that they're returning to form this year. After signing American superstar Mia Hamm, their first female footballer, in 1994, Nike went on to design their first female-specific soccer shoes. The brand has been dedicated to promoting the sport across the globe ever since.

Even with several major women's soccer apparel launches under their belt, Nike is outdoing itself this year: The label released three unique collections dedicated to the 2019 World Cup, each with its own distinct audience. Fourteen teams will be sporting Nike kits this year, including players from the United States, China, Nigeria and host country France. For the streetwear crowd, the brand also commissioned special lines from four up-and-coming female designers, most notably Ambush’s Yoon Ahn and couture darling Marine Serre. Fans can support their teams at home with a separate, direct-to-consumer line that takes inspiration from the official national kits, plus a kids-only jersey designed specifically for girls.

The brand's advertisements have always created conversation, and this year's crop is no different. Three separate videos touch all aspects of the sport, including two that ask viewers to “Dream With Us” and “Dream Further,” featuring athletes from Nike's 14 sponsored teams. One special Spanish-language advert tells the story of Argentinian women's football.

In yet another facet of their campaign, Nike's SoHo location transformed into a celebration of women's soccer. Several displays are dedicated to the support, including a wall of buyable jerseys and photos of the U.S. National Team. In a separate area, two lines of mannequins model the full range of the Women's World Cup line, like a recreation of an opening ceremony—or, at least, a watch party. A giant statue of Nike, the Greek goddess of victory, guards watch in the front window, floating gracefully and draped in the colors of Nike's World Cup nations.

With so many investments in this year's games, the sportswear powerhouse is betting big on a large audience, one that, according to one of this year's adverts, they hope reaches 1 billion viewers. Catch France and South Korea, two of the brand's sponsored teams, taking the pitch on Friday's kickoff game in Paris.

Nike

Nike may battle for dominance in the wider world of sportswear, but the brand can't be beat when it comes to the 2019 Women's World Cup. The soccer tournament, which is hosted by France this year and starts on Friday, regularly draws hundreds of millions of viewers. As a global brand, Nike seized the opportunity to create an unparalleled campaign, rolling out multiple videos, displays and clothing launches ahead of the month-long series.

Nike pioneered brand support for women's soccer, so it's no surprise that they're returning to form this year. After signing American superstar Mia Hamm, their first female footballer, in 1994, Nike went on to design their first female-specific soccer shoes. The brand has been dedicated to promoting the sport across the globe ever since.