AXA advert for Women’s Euro 2025: “Keep on Kicking”

AXA’s advert elevates women’s sports through three key life stages.

The Women’s Euro Cup has arrived, and with it, brands are stepping up to support a fairer, cleaner, and healthier version of football designed for women. After recently seeing the brilliant BBC advert to promote the tournament, it’s now AXA’s turn to shine.

The insurance company has become a staunch advocate for women’s rights. A clear example is the “Three Words” campaign, which won the Grand Prix at Cannes. Now, the brand aims to raise awareness about women dropping out of sports during three crucial life stages: puberty, motherhood, and menopause.

AXA – “Keep on Kicking”

“Keep on Kicking” is the AXA advert created by the agency Publicis Conseil for the Women’s Euro Cup taking place in Switzerland.

The spot showcases various key moments in a woman’s life. In each of them, the message is the same: despite a lack of time, life changes, or societal opinions, women keep kicking the ball. During puberty, girls are twice as likely as boys to give up sports. Additionally, 30% of women reduce physical activity after menopause.

To support the message of the advert, AXA is also launching a series of social media content featuring brand ambassadors such as Liverpool footballer Marie Höbinger, polar explorer Cat Burford, Spanish Paralympic swimmer Nuria Marqués, and Turkish swimmer Bengisu Avci.

Each ambassador shares moments in her journey when she was tempted to quit, but chose to keep going, becoming a symbol of perseverance and resilience.