This schuh‑Nike collaboration spotlighting Baes FC is not just product marketing; it’s a cultural statement. By championing an East London grassroots club created for women, trans and non‑binary people of Asian heritage, the campaign amplifies inclusion, creative identity and belonging through purposeful style and sport.

Supporting Statistics

Registered women’s and girls’ teams in England have doubled - from approximately 5,632 in 2016‑17 to over 12,150 in the 2023‑24 season.
Between 2020 and 2024, women and girls football participation in England rose by 56 per cent; female coaches and referees increased by 88 per cent and 113 per cent respectively.
Yet only 26 per cent of Premier League spectators are women, and 11.1 per cent of board positions at Premier League clubs are held by women, well below FTSE 100 averages.

Pros

Authentic alignment: schuh, Nike and Baes FC share a clear purpose around creating safe, inclusive spaces driven by intersectional community values.
Role‑modelling inclusive leadership: Baes FC, founded in 2022 by Nicole Chui, offers sport as platform—turning a pitch into sisterhood and visibility into belonging.
Style with substance: Featuring Nike’s P‑6000, Cortez and Field General silhouettes, the collection blends Y2K or retro sport aesthetics with community energy, enabling personal expression beyond performance.

Cons

Commercial limitations: While inclusion is central, the campaign still hinges on sneaker sales; the message may risk being overshadowed if storytelling feels tokenistic or purely aesthetic.
Broader systemic barriers remain: Grassroots growth is strong but gender‑based discrimination rose 62 per cent from the 2022/23 to 2023/24 grassroots season, indicating deep-seated cultural issues still unaddressed
Policy exclusions: Recent FA policy changes (effective 1 June 2025) banning transgender women from affiliated women’s leagues affect inclusivity across much of the structured game in England

Opportunities

Extend storytelling: Using Baes FC as a lens to elevate broader narratives—Asian, LGBTQ+, non‑binary voices in sport - beyond footfall to engage press, content creators and cultural institutions.
Local activation: Community events, screening nights (like the Shoreditch pub takeover), pop‑ups and co‑curated zines (e.g. SEASON zine) reinforce connection beyond product.
Systemic advocacy: Elevate Baes FC’s lived expertise in discussions around grassroots funding, FA strategy reviews, and campaigns like Her Game Too opposing sexism and discrimination.

Challenges

Visibility vs. sustainability: Short‑term campaigns can fade quickly; long‑term support and repeat collaborations are needed for genuine impact.
Navigating policy shifts: The FA’s transgender participation ban, and rising grassroots discrimination, risk alienating key community members unless actively addressed.
Equity in commercial football: Despite commercial gains in women’s football, players often earn under £5,000 annually and rely on secondary jobs, pointing to persistent under‑investment.

Key Takeouts

Baes FC is a culturally powerful symbol: merging grassroots sport, racial and gender inclusivity, creative identity and community.
Schuh’s partnership centres identity and belonging over product—reinforcing authenticity by engaging directly with community members and creators.
Football’s growth among women and girls is undeniable - yet governance, funding and policy shifts pose ongoing barriers.
Campaigns need continuity: visible short‑term momentum must be matched by long‑term commitment to avoid symbolic gestures without systemic impact.

Next Steps for Brand Marketers

Integrate community voices long term: Involve Baes FC members in product development, content planning and campaign curation across seasons.
Activate policy and advocacy: Partner with campaigns like Her Game Too, highlight grassroots discrimination issues, and support initiatives resisting exclusionary policies.
Champion intersectional representation metrics: Measure impact against reach in South Asian, LGBTQ+, working‑class, and non‑binary communities-not just follower count or sales.
Bridge culture and commerce with purpose: Create cultural programmes (screenings, artist collaborations, workshops) that live beyond sneaker drops and reinforce belonging through doing.

By positioning Baes FC not as window‑dressing but as rights‑bearing stakeholders - and by amplifying culture through sneakers, storytelling, and sustained support-schuh and Nike are modelling a new form of collaborative brand–community engagement.