Three years after proclaiming that football’s coming home, Nike and Wieden+Kennedy London have returned with a timely and quietly powerful evolution of their now-iconic 2022 campaign — rebranded IIOME — to mark the Lionesses’ second consecutive UEFA Women’s Euro title.
Released just moments after England’s nail-biting penalty shootout win over Spain in the 2025 final, the campaign hinges on a simple yet striking visual. In a short film shared on Nike Football’s social channels, the word HOME, painted across a shop shutter, is altered — the centre of the ‘H’ carefully removed to reveal the Roman numeral ‘II’. A subtle gesture, but one heavy with meaning.
A voiceover carries the emotional weight of the moment: “No setback too big. No group too tough. No pressure too great for the Lionesses. Once was historic. But twice is legendary.”
Directed by Ben Strebel (Biscuit Filmworks), the film captures the essence of the moment — not just a win, but a legacy. The campaign's tagline speaks for itself: HOME. IIOME. Tenacious. Relentless. Pressure-proof. First at home, now away. The Lionesses are back-to-back European champions.
But the messaging didn’t stop at social media. In a seamless transition from screen to real life, the reimagined IIOME branding was spotted on the Nike-branded aircraft flying the England squad home — a detail first shared on Instagram by midfielder Georgia Stanway. Adorned with the national crest and a red Nike swoosh, the flight quickly became the most tracked in the world on Flightradar.
On landing at Southend Airport, the symbolism continued. Players emerged from the plane wearing white Nike T-shirts emblazoned with the new red logo, greeted by a crowd waving flags bearing the same motif. Captain Leah Williamson stepped off the aircraft, trophy in hand, for a moment already etched into sporting memory. A Downing Street reception and a victory parade through central London capped off the national celebrations.
For Nike and Wieden+Kennedy, this is more than a campaign — it’s the continuation of a narrative that began in 2022 and now finds itself redefined. If HOME was about hope, IIOME is about achievement. The transformation is as minimal as it is monumental.
As England cements its place at the top of women’s football in Europe, the campaign underscores a broader truth: some victories deserve more than a headline — they deserve a new word. And for now, that word is IIOME.
