The Drum | How living digital football shirts were crafted out of female athletes’ online abuse

Press August 3, 2022

Mill artists Will MacNeil and Seph Li have designed a next generation football (soccer) shirt that showcases the negative online treatment England’s female football athletes face. The jerseys have been worn by EE’s Hope United football team, including several players in the England Women’s Euros team.

As our beloved athletes triumphed on the global stage during the EURO, it’s the perfect moment to talk about what is happening in the shadows of social media. The type of continuous abuse our players are exposed to and the psychological and physical impact this is having on them.

The EE Hope United team was created by Saatchi and Saatchi to highlight the problem of hate speech on social media and across the metaverse. The squad features well known players from the men’s and women’s premier leagues as well as parathletes.


You can read the full article on The Drum and read our case study on the project here. You can also get in touch with our experience team via our contact page.