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Nike – IIOME
The challenge
In 2022, the Lionesses did what no England team had done in 56 years. They brought football home. Nike celebrated the moment by changing its logo to the one word England had been singing and dreaming of for decades: HOME.
But in 2025 the Lionesses did what no England team had ever done before. They won back-to-back European titles. This time, on foreign soil. We were challenged to celebrate this monumental win by elevating our original HOME campaign and to rally a football obsessed nation like never before.
What we did
We started by turning “HOME” into “IIOME”. A tiny twist that cemented the Lionesses’ status as back-to-back champions.
But this historic achievement demanded the ultimate stage. So we turned the plane carrying the Lionesses home into our canvas. For the first time in history, the vessel that brought football home carried the word itself.
The effects
The flight became a cultural event, with thousands of fans and media gathering at Southend Airport to watch the plane land. Every major national news outlet broadcast it live as millions watched the Lionesses touchdown on English soil.
For weeks following the win, images of IIOME were plastered around the world, cementing the Lionesses legacy as the greatest English football team of all time.
