Partners and sponsors of the AFLW, Johnnie Walker, have worked with Leo Burnett Australia to celebrate the progress made in women’s sport through the creation of five pairs of handcrafted footy boots made from the boots of past icons of the women's game. The boots are being gifted to current players, inspiring them to Keep Walking Boldly, representing the resilience, courage and bravery of the women who have walked before them. The campaign tells the stories of progress that got the game where it is today.
The boots, designed by artisan shoemaker Matea Gluščević from Naarm/Melbourne, will be gifted by Nicole Livingstone, AFL General Manager of Women’s Football, to rising stars: GWS Giants player and Olympic Gold Medalist Chloe Dalton, Hawthorn’s Emily Bates, Brisbane Lions’ Ally Anderson, and Collingwood’s Ashleigh Brazill at a media event at RSEA park in Melbourne. The four women represent the next generation of female AFLW players, and it is hoped that they one day pass the boots on as the game.
The campaign is supported by a film directed by Good Oil’s’ Renée Mao, which documents stories of the women’s game. It features sporting icons like Debbie Lee and Erin Phillips, talking about their experience growing up playing a game that was never ‘meant for them.’ Herd MSL have also led PR for the campaign.
The integrated campaign, a reinvigoration of Johnnie Walker’s ‘Keep Walking’ philosophy, ran nationally across digital, social, OOH and influencer.
Visit here to see the boots and learn more about the people and stories that made them.