The Confederation of North, Central America and Caribbean Association Football (CONCACAF) and Girls Will Be have created a unique, empowering fan experience zone at the upcoming Women’s Olympic Qualifying Tournament. Women’s football has become synonymous with female empowerment – on and off the field – and fans will be immersed in that message and energy before they even enter the stadium.
CONCACAF’s Hall of Femme is an empowerment platform that brings new perspectives to the world of women’s football through the lens of resistance, resilience and love of the game. Fans will explore player profiles, show their fan spirit with custom face paint and share their experience with a photo op in front of a mural created by a local female artist.
Girls Will Be and CONCACAF have teamed up to create an exclusive series of t-shirts for this event combining a love of football with the type of empowering messages the Girls Will Be clothing brand has been known for since debuting their line in 2013. For instance, the “Great Athlete” tee tells the world to stop qualifying the greatness that girls and women achieve – either on or off the field. Other shirts celebrate the unstoppable power of female athletes and remind everyone that girls are more than cute.
The Girls Will Be-CONCACAF shop will also feature items from the Girls Will Be clothing line full of stereotype-busting designs, not-so-short shorts, and pockets – after all, how can a girl take on the world without pockets?
Fans walking through the experience zone won’t be able to miss the chalkboard wall where they add their message to complete the phrase “Girls Will Be _____.” As it fills up, this word wall will become a powerful statement about all that girls will be: fierce, strong, smart, unique, so many things.
Girls Will Be‘s involvement with this event has an even deeper meaning for the co-founders, sisters Laura Burns and Sharon Burns Choksi. “Connecting Girls Will Be to the world of women’s football definitely feels like destiny. Our younger sister, Diane Burns, was the ultimate fan of the game and her passion for the U.S. Women’s National Team ran deep. We lost Diane to colon cancer in 2018, and being part of this event, surrounded by people who love the game as much as she did, will mean more than words can express,” said Sharon.
Laura added, “We know Diane had a hand in making this happen. It’s a true example of a ‘Di pass,’ one she was famous for when playing the game that set someone else up for the win. We are eternally proud of our sister’s courage and fierce dedication to her teammates, and are thrilled to honor Diane at these matches while empowering the next generation of girls to dream big on and off the field.”
Empowering girls. Empowering women. On and off the field. These phrases describe the missions of both CONCACAF and Girls Will Be, and they are excited to bring their collaboration to fans at this event, making it a meaningful experience people will not forget.