Women’s Football Finds Power in Tailored Storytelling

As Women’s Month draws to a close, the momentum around women’s football is anything but slowing down. Across the globe, clubs, brands, and leagues are rethinking how they represent, invest in, and elevate the women’s game. From bold campaigns to strategic product innovation, what we’re seeing is not a trend -it’s a transformation.

In this second article on women’s football, we explore how identity, equality, and storytelling are reshaping the game’s future – and what that means for the business of football.

By Joachim Stelmach

Legia Ladies and adidas. A Jersey that “Changes the Game”

Legia Warsaw’s women’s team (Legia Ladies) made history in Poland by unveiling a bespoke kit designed in collaboration with adidas – the first dedicated women’s team jersey ever produced by adidas in Poland​. 

The intent was to break stereotypes and signal that women’s football deserves equal status. “For the first time, adidas has designed a dedicated jersey for the women’s team, going beyond standard designs…combining tradition with modernity,” Legia announced, calling the kit a “symbol of the evolution of women’s football” in the country.

The messaging around the launch emphasized that women’s football is not the future – it is the present, underscoring a commitment to provide women players with top-quality resources and visibility. “Women’s football does not wait for permission to be great; it simply craves the right focus,” explained Legia Ladies’ COO Amanda Pietrzak, highlighting the club’s investment in infrastructure and opportunities for women​.

Adidas echoed this spirit: “We believe this is the moment when women’s football in Poland deserves even more attention… the latest jersey is not only a match uniform, but a manifestation of passion and determination,” said Tomasz Jarzębowski of adidas Polska​.

The reception was enthusiastic – the jersey was viewed not just as a piece of equipment but as a movement. Legia Ladies framed it as a “manifesto of identity and belonging…an invitation to break stereotypes and build the future of women’s football in Poland”​.

The campaign resonated with fans and media as a bold step forward for Polish women’s football, positioning the team as “more than a team – a movement that inspires”​.

Bayern Munich Women’s Bespoke Kit

German champions FC Bayern Munich took a landmark step in March 2024 by launching a bespoke kit for their women’s team – the first time in the club’s 50+ year women’s football history that the design differed from the men’s kit​.

Timed to coincide with International Women’s Day 2024, the jersey features a sleek black base with pinstripes and accents in a vivid orange-pink hue​.

Uniquely, the design process was a collaboration between the club, adidas, the players themselves, and German fashion model Lena Gercke​.

The messaging around Bayern’s kit positioned it as “a statement by women for women” – a symbol of “self-determination and emancipation of women’s football”​. Club officials noted it fulfilled a “long-cherished dream” for the team​.

“The first jersey designed especially for us…is another landmark day in the history of FC Bayern Women,” said team manager Bianca Rech, calling the piece “absolutely unique” and thanking those who made it possible​.

Midfielder Linda Dallmann added that wearing a jersey created solely for the women’s side “shows the growing importance of women’s football” and hoped to see many fans sporting the kit in the stadium​.

Bayern’s kit was praised as a bold statement of empowerment. Fans embraced the design, and strong sales reflected growing support for the women’s team. The initiative affirmed the club’s commitment to equality and its women’s side as a vital part of its legacy.

The Montréal Roses. Inaugural Kits Rich with Symbolism

When a new Canadian women’s club, the Montréal Roses, was founded in 2025, the organization immediately set a tone of creativity and community through its inaugural kit designs. The Roses unveiled bold primary and secondary jerseys that are steeped in local culture and symbolism​.

Designed in partnership with Montreal artist Niti Marcelle Mueth and Creative Director Jennifer Nagy Delli Fraine – and manufactured by Hummel – the kits pay homage to the city and the values of the team.

The primary jersey is a vibrant blend of blue and deep red with avant-garde, hand-drawn swirls reflecting the dynamic energy and cultural diversity of Montreal​.

A signature rose motif, created by the artist, is prominently featured as the crest, representing “the resilience, growth, and flourishing” of the players and the team​.

The secondary kit takes a different approach: a white retro-inspired design with an embossed pattern and an interlaced sleeve stripe that symbolizes the weaving of strong connections on and off the field​

The clear intent of these designs was to embody the essence of the club – courage, excellence, inclusion, and community commitment​

“It’s an ode to our community, our culture, and those who bring it to life,” the Roses announced, emphasizing originality and fearlessness as hallmarks of a “new era in women’s sports”​

The reception in Montreal was enthusiastic. Fans embraced the jerseys as artistic, symbolic, and deeply connected to the city. The Montréal Roses’ launch showed how kit design can powerfully shape a team’s identity and narrative from day one.

League-Wide Equality Campaigns. France’s “WO=MAN” Initiative

Even men’s teams and leagues have joined in symbolic efforts to promote women’s football and gender equality. In March 2025 – around International Women’s Day – every player in France’s top two men’s divisions wore a special inscription on their jerseys: “WO=MAN” in place of their names​.

This bold move was part of the French Professional League (LFP)’s campaign to fight sexism and highlight gender equality in football. “The message resonates as a strong statement…highlighting the importance of gender equality, not only on the field, but also in the stands,” the LFP said in its announcement​.

Along with the modified jerseys, LED boards in stadiums displayed “WO=MAN” and broadcasters delivered halftime segments about the cause​.

The intent was to make female fans feel more welcome and safe at matches and to get the wider football audience thinking about women’s role in the sport.

The campaign was coordinated with several partner organizations focused on inclusivity and combating abuse, and it wasn’t just symbolic: the match-worn shirts were later sold for charity, with profits going to groups that support women in sports​.

The reception saw applause for the LFP’s leadership – it’s unusual for an entire league to unite around a gender equality message in this way. While some cynics debated the efficacy of one weekend of jerseys, the initiative undoubtedly sparked discussion and kept women’s football and safety in stadia in the national conversation. 

It demonstrated how even those outside the women’s game (in this case, male players and teams) can leverage their platforms to advocate for women in football.

Key Takeaways

Invest in identity
Bespoke kits tailored for women’s teams are more than apparel—they build brand, pride, and visibility.

Storytelling drives engagement
Clubs like Legia, Bayern, and Montréal Roses show that powerful narratives around equality and culture resonate with fans and media.

Equality is good business
Dedicated women’s kits have proven commercial appeal—Bayern’s launch sparked high demand and strong sales.

Design can define culture
The Roses’ kits are a blueprint for how new clubs can use design to instantly establish values and local connection.

Symbolic actions have real impact
France’s “WO=MAN” league-wide campaign mobilized male athletes and national attention, setting a precedent for bold statements from the top.

Women’s football is not a trend
It’s a fast-evolving space of innovation and influence—early adopters will lead in both brand value and audience growth.

Authenticity matters
Collaborations with players, designers, and communities help ensure campaigns feel genuine—not performative.

Visibility breeds value
Giving women’s teams their own visual identity signals long-term commitment—and boosts sponsor appeal.

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