Brands and soccer fans have been reacting to the England victory at the Women's Euro 2022 tournament on Sunday, many of them on Twitter. And Twitter U.K., meanwhile, has been doing its part to cheer on the "Lionesses" during the tournament.
In a campaign by David Madrid, the brand made 2,500 limited edition soccer scarves emblazoned with tweets about the Women's Euros (of which there have been almost 30,000 to date). Those selected included tweets from players Leah Williamson, Bethany England and Lauren Hemp as well as from fans.
The scarves were distributed to fans at pre-match event in a giveaway created in partnership with the Football Supporters Association and its "@FreeLionesses" fan embassy team, promoted with the hashtag "#ShareYourRoar." And, in a win for Twitter, after their victory against Sweden in the semi-final, some Lioness players grabbed the scarves and used them on the pitch to celebrate their victories.
The idea is to create more Tweet scarves for future events such as the 2022 World Cup and the 2023 Women's World Cup.
“We loved giving this modern twist to an accessory as iconic as football scarves," said Sébastien Rouvière, creative director at David Madrid, in a statement. "There are so many messages of support to the Lionesses and women’s football on Twitter and scarves felt like the perfect media to bring them to the stadium. It’s amazing to see how fans and even players made these scarves their own.”