For 46 years, the Netherlands Women’s National Football Team had been known as ‘de Oranje Leeuwinnen’ (the Orange Lionesses). But for 46 years, they’d worn a lion as their crest. Wieden + Kennedy worked in partnership with Nike and the KNVB (The Royal Dutch Football Association) to change the national team’s crest from a lion to a lioness. It was the first time Nike collaborated with a football federation to change a national logo.
For 46 years, the Netherlands Women’s National Football Team had been known as ‘de Oranje Leeuwinnen’ (the Orange Lionesses). But for 46 years, they’d worn a lion as their crest. Wieden + Kennedy worked in partnership with Nike and the KNVB (The Royal Dutch Football Association) to change the national team’s crest from a lion to a lioness. It was the first time Nike collaborated with a football federation to change a national logo.