Rexona Deodorant Celebrates Stories of Unsung Female Footballers

With the start of the FIFA U-20s Women’s World Cup in Colombia, Rexona is partnering with famous football players Linda Caicedo ,Nailea Vidrio, Luis Diaz and Santiago Gimenez to create a social media movement - #SeeHerGame – that will celebrate the stories and achievements of four unsung players representing Mexico and Colombia.  

#SeeHerGame will see Karla Viancha, Juana Ortegón, Michel Fong and Alice Soto featured on our top talent’s Instagram and TikTok channels throughout the course of the tournament, telling their  inspirational stories of how they started in football and the barriers they overcame to represent  their countries at this year’s event. 

The stories of these inspirational players will be told through first-person stories and archival footage that will paint a vivid picture of their career. Leveraging the collective reach of these four famous players, the U-20s’ stories will reach even more people, turning them into new role models that can inspire even more young girls and women to play football.  

Building on the brand’s tournament partnership with FIFA, which began with the 2023 FIFA Women’s World Cup, #SeeHerGame is another example of how Rexona is helping to further develop the women’s game at all levels, by acknowledging the importance of role models in helping girls to move with confidence.  

According to UNESCO’s Sport and Gender Equality Game Plan Report from July this year, 49% of young girls drop out of sport - six times the dropout rate of boys - citing various factors, including  the lack of female role models at all levels of the sport. 

Kathryn Swallow, global brand vice president at Rexona, explains, “Role models show young people what it is possible to achieve, motivating them to overcome any barriers that may be holding them back from their goals. Girls need to see other young women who are excelling in their sport and getting recognition for their achievements. Powered by our core belief that everyone should have the confidence to move more and unlock the transformational power of movement, we hope that  #SeeHerGame will inspire even more young girls and women to embrace football through seeing the inspirational stories of our four current U-20s players.”  

Linda Caicedo, Rexona brand ambassador and U-20s Colombia player, says, “Every child needs a good role model. It’s even better if that role model is someone who looks like them, has come from a similar background or overcome some of the same hurdles. It gives them hope and the confidence to try and follow in their idol’s footsteps. A role model doesn’t have to be the best athlete in the world or break world records – but they should be more focused on uplifting others than their own individual wins. This is the kind of role model I aspire to be. “ 

FIFA chief women’s football officer, Dame Sarai Bareman says, “The FIFA U-20 Women’s World Cup is our greatest opportunity to showcase the world’s best up and coming talent, so we’re excited to once again team up with Rexona to celebrate the future of women’s football. This is the first expanded iteration of the tournament to feature 24-teams and with the support of Rexona, we can shine an even greater global spotlight on the players. Having role models in women’s football is crucial to the growth of our sport and campaigns such as Rexona’s #SeeHerGame movement will inspire more girls and women to participate in football” 

The FIFA U-20s Women’s World Cup will be taking place from 31st August until 22nd September 2024 and will see 24 teams compete to claim the trophy and title previously held by the champions from Spain. #SeeHerGame will join a long history of Rexona programmes and campaigns, designed to reduce the barriers that prevent all people from moving, including its Breaking Limits School and NGO programme which launched in Colombia and Mexico back in 2023 and 2022.  

To find out how Rexona is breaking down barriers to movement for young people all over the world, visit here.