Boots is a retail icon. Founded in 1849, we launched their first sponsorship campaign which transformed perceptions of the brand. With the UK high street in crisis, Boots needed a clear point of difference to encourage reappraisal and ensure shoppers kept visiting. We knew the women’s game was at a tipping point, with rapid growth in viewership, participation and engagement. As a brand dedicated to “championing everybody’s right to feel good”, Boots bet on a cultural explosion and backed 5 women’s national teams across the UK and Ireland. We gave women’s football a louder voice, capitalising on the Women’s World Cup to drive impact. We transformed sentiment, perception and consideration.