Adidas has swapped players' names for real-life empowering tweets on the backs of new jerseys it has created for the Swedish national women's soccer team.
Designed in collaboration with the players and with agency Edelman Deportivo, Sweden's new national team jerseys feature tweets on their backs such as "Believe in your damn self," from the Twitter handle of Swedish singer/songwriter Zara Larsson, "the future is female" and "I'm not bossy, I'm the boss."
The initiative is called #InYourName, and it aims to inspire and motivate other women to stand up for each other and themselves, and to show that nothing is impossible.
The new shirts debut as the women's national team visits Portugal, during the Algarve Cup 2017, and starting on March 8 (International Women's Day), limited edition versions of the jerseys will be available to buy at Adidas, where 10% of the revenue will be donated to a Swedish organization supporting young women's sports. Adidas will also donate 100,000 Swedish kroner to the same project.