Sure and VML celebrated the Lionesses' back-to-back UEFA Women’s EURO titles with a bold Metro cover wrap and real-time OOH activations.

A Bold Tribute in Print

Yesterday morning’s Metro cover featured four striking messages, including: “Roar Loud. Sweat Proud.” and “You Didn’t Let Us Down.” These headlines reimagined Sure’s brand slogan as a result-agnostic and heartfelt tribute to the team’s strength, spirit, and resilience. Media was handled by Mindshare, delivering a campaign that was simple, bold, and agile.

Real-Time Creative and Social Inspiration

Sure’s wider campaign supported the Lionesses throughout the tournament, with real-time adaptations reflecting the twists and turns of each match. A standout execution, “One More”, was directly inspired by social posts from the Lionesses themselves, highlighting a social-first approach brought to life in print and OOH.

From OOH to National Press

As the tournament progressed, Sure’s presence grew louder. Early executions reflected the competition’s colorways, while later placements became more distinctly Sure-branded. The campaign culminated in the final Metro full cover wrap, supported by placements in The Times, digital activations, and 300 high-impact OOH sites across the nation, mirroring the team’s journey and the country’s excitement.