Scalable Brand-Activation & Participation Platform

» Purpose

to transform Live Your Goals from a global campaign - launched at the FIFA Women’s World Cup, Germany 2011 by Adidas - into a decentralised brand & participation platform that member associations could adapt locally to grow girls’ and women’s football.

» Design Logic

• Build a global brand and promotion platform, that could be easily replicable locally. 

• Give member associations a structure they could own.

• Use tournament visibility to create local participation.

• Allow the campaign to become a development tool.

» Blueprint Model

Framework Layer	Outcomes
Global Brand Platform	Created a recognisable identity that gave local women’s football activations visibility and credibility.
Local Ownership	Enabled member associations to adapt the model to their own culture, resources and football context.
Grassroots Activation	Used festivals, schools, clubs and community events to bring more girls into football.
Toolkit Method	Provided practical formats, guidance and materials to support consistent delivery.
Competition Link	Connected FIFA women’s tournaments with local participation and legacy activity.
Role Model Effect	Used players, coaches and women in football to make the platform visible, relatable and locally relevant.

» Data Points

• 4 pilot projects → 70+ countries.

• Activated across multiple confederations.

• Used as a grassroots, promotional and educational platform.

• Linked to FIFA women’s competitions and local football development.

» Strategic Relevance

This blueprint shows how a campaign can become infrastructure: turning visibility into participation, and participation into a scalable development platform for girls’ and women’s football.