Andy Devaney
If there’s one thing football does better than just about any other invention since the wheel, it’s unite people. From a rainy street in Madrid to the misty pitches of Sweden, passion for the beautiful game is universal—and INTERSPORT’s latest campaign with adidas, ‘Make Football Your Game’, takes that spirit, gives it a pair of boots, and lets it run wild across six nations.
Launched across Europe, the ‘Make Football Your Game’ campaign isn’t just a nice slogan cooked up in a marketing lab. It’s a celebration of the real stories—sweat, soul, setbacks and all—of six female footballers from Germany, Spain, Sweden, Greece, Slovenia and Switzerland. And believe me, it’s not all rainbows and rabonas.
These mini documentaries, slickly produced but full of heart, dive deep into how each player fell in love with the game—and what keeps that fire burning. Take Katarina Kovijanic from Sweden. Football for her isn’t just a weekend hobby—it’s the family glue, the reason she pushes herself to be better for her teammates and her goals. She didn’t just find the game; she inherited it.
Then there’s Switzerland’s Meret Wälti, who speaks about football as a kind of spiritual Esperanto: “a cultural language we can all understand and enjoy.” It’s not just about points on a table; it’s about people. That idea, simple but powerful, echoes throughout the campaign.
Celia Steinert, a German goalkeeper with nerves of titanium, talks about the “privilege of playing under pressure”—a sentiment that would make most of us duck for cover behind a defender. Meanwhile, in Spain, Rachele Sartirani found her freedom not in a coaching manual, but on the streets. Her love for the game was born where pavement meets passion.
Greek midfielder Ioanna Chamalidou’s journey is equally stirring. Football became her canvas—a way to express herself, be creative, and learn more about who she is. It was therapy long before anyone thought to call it that. And in Slovenia, Katja Turk is passing on her experience, not just playing but coaching, helping the next generation thrive in the same sport that gave her a sense of purpose.
“As shown by the great excitement in Switzerland this summer, women’s football continues to grow and inspire,” said Eliane Ruch, Category Manager Athletics for INTERSPORT Switzerland. “We are therefore proud to celebrate enthusiasts ‘Making Football Their Game’.
By focusing on the stories of six different players from six countries—Spain, Sweden, Switzerland, Slovenia, Greece and Germany—this campaign demonstrates not only the passion and community that football provides, but how our unique stories and experiences define our love of the sport.”
And here’s the kicker—on Sunday 27th July, all six players will reunite at the UEFA Women’s EURO 2025™ final in Basel, thanks to INTERSPORT’s long-standing partnership with adidas, the tournament’s official supplier. If you needed a more poetic ending to this six-part football fable, you couldn’t script it better.
The campaign forms part of INTERSPORT’s broader ‘Make It Your Game’ initiative, which aims to strip away the gatekeeping nonsense and remind people that sport belongs to everyone—whether you’re chasing a World Cup or just chasing your dog off the pitch. It doesn’t matter where you start or what level you play at. What matters is that you get out there.
This isn’t just lip service either. INTERSPORT has gone full throttle—opening its first football specialist store in Athens, with more across Europe on the horizon. They’re even partnering with EA SPORTS FC™ 25, which means soon you’ll be dodging digital defenders while wearing INTERSPORT-branded boots on your PlayStation.
And let’s not forget their ongoing INTERSPORT Football Experience pop-ups. These events are all about grassroots magic: real players trying real gear in real matches, hosted in collaboration with clubs like Hamburger SV, Juventus, and Ajax. Think less corporate promo, more love letter to the game.
So, if you’re wondering whether there’s still a place for soul in the world of branded campaigns, the ‘Make Football Your Game’ campaign gives a firm nod and a sliding tackle in the affirmative. It’s not just about kits and logos. It’s about Katarina, Meret, Celia, Rachele, Ioanna and Katja—and anyone who’s ever fallen in love with the game and made it their own.
And if that doesn’t make you want to lace up your boots, then maybe just sit down and enjoy the show—because this one’s got heart.
