Friday’s partnership with women’s football is meant to celebrate and increase the visibility of the sport, teams and player – inspiring inclusivity and recognition. However, research has found that there is still a high proportion of discrimination and prejudice against women in football – particularly online. We wanted to find a way to address this negativity in a way that inspired change.


Fridays is a brand that looks to turn any day into a positive reason to celebrate – so, we looked at the issue of online prejudice through this lens. By utilising the negative sentiment that these online trolls were promoting, we flipped the switch by inviting the naysayers to compete in challenges against pro female footballers, promoting positive conversation and understanding between the two.


Each football challenge was filmed, and we turned these into made-for-social videos, showcasing each man’s opinion and how it transformed throughout the experience.