As proud advocates of Women’s Sport, inclusivity and grassroots football, WeAreFearless are incredibly excited to sponsor the first openly gay women’s football club in Europe. (And possibly the world, its founders claim).
The new Hackney Women’s Football Club (HWFC) kit is inspired by the legendary women who fought for lesbians across greater London to have a safe and inclusive space to play football, have fun and be themselves. And they did so in 1986, when it was still illegal for LGBTQ+ people to promote their identity.
The WeAreFearless kit design pays homage to the pioneering LGBTQ+ spirit which still runs deep in all the
players today. This has been captured with the lesbian icon on the back, rainbow detailing throughout and on the prominent sleeve showcasing their motto: Playing with Pride since 1986.
A further element is the black triangle, reclaimed from the fascist Nazi era, which is now a symbol of lesbian pride and solidarity. This has been incorporated into the traditional Hackney colours of red and black.
Joanie Evans, original HWFC founder, activist, feminist and believer in sport for all, is delighted: “We love the new kit. WeAreFearless who share our commitment to equality have through their design craft shone a real light on our legacy, but it feels contemporary too, signaling a new era of inclusivity though Women’s football.”
Rebecca Sowden, Women’s Sport Director at WeAreFearless, says: “Part of building a better future for Women’s Football is recognising the work has been done before. So, it’s been a huge privilege to meet these extraordinary women who champion this incredible space for LGBTQ+ women.
“We are thrilled to partner with like-minded advocates of equal opportunity for everyone on the playing field, regardless of how they identify.”
The new kit design will launch intentionally in February which is both LGBTQ+ History month and Football vs Homophobia month. It will be supported with launch content that tells the inspiring LGBTQ+ stories that are as important today as they were in 1986. And iconic imagery that brings together past and present players, shot in The Queen Adelaide, another established LGBTQ+ space in Hackney.
-ENDS-
About WeAreFearless: WeAreFearless is a fully integrated sports and entertainment agency committed to solving business challenges differently, by harnessing the power of psychology and neuroscience.
We help build more courageous brands through channel agnostic campaigns that engage people’s passions at a much deeper level. For us, every challenge is a human challenge. Using our HumanValues™ insight tool, experts and models, we find the unconscious human truth that will get people to pay attention and care. We call this boldness with backup. And we bring this promise to life every day for clients such as Bridgestone Europe, Visa and Volleyball World.
Contact: For more information, please contact Matt Wicken on +44 (0) 7530 496733 or matt.w@wearefearless.com
For more information on WeAreFearless: please visit wearefearless.com. Follow us on Twitter and LinkedIn.
