Creators Kick Off the FIFA Women’s World Cup in Brazil

The journey to the FIFA Women’s World Cup 2027 officially kicked off on the sands of Copacabana, as FIFA unveiled the tournament’s full brand identity in a culture driven, star-studded celebration in Rio de Janeiro.

Marking the first FIFA Women’s World Cup™ ever hosted in South America, the launch combined football, music, art and Brazilian flair. Set against one of the world’s most iconic backdrops, the event revealed the tournament’s official emblem, GO EPIC™ slogan, and a distinctive sonic identity inspired by Brazilian rhythms, samba infused percussion and Afro-Brazilian heritage, designed to unite fans across every platform and touchpoint.

At the heart of the reveal was a powerful emblem inspired by the Brazilian flag and the geometry of the football pitch, formed from the union of “W” (women / world) and “M” (mulheres / mundo). The design symbolises movement, mastery and national pride, capturing Brazil’s emotional connection to the beautiful game.

“Brazil lives and breathes football, and you can feel the excitement here,” said FIFA President Gianni Infantino.
“This country is fully committed to making this a watershed moment for the women’s game. The official brand reflects a joyful, impactful and truly Brazilian FIFA Women’s World Cup.”

Streets Painted with Football, Culture and Identity

Ahead of the live TV ceremony, the world-famous Avenida Atlântica was transformed into a living canvas. In a nod to Brazil’s iconic World Cup traditions, artists painted football-inspired artwork directly onto the streets, turning the city itself into part of the celebration and inviting the public to engage with the tournament from the ground up.

The day unfolded through a series of powerful public moments:

• large-scale street art installations woven into the fabric of Copacabana

• an official brand and tournament launch ceremony

• beach-side football moments celebrating the women’s game, with the trophy showcased alongside the action

Legends from the women’s and men’s game stood side by side, symbolising unity and a shared future for football. In a video message, Brazilian icon Marta captured the spirit of the moment:

“Football is about love, and Brazil loves football. This tournament will create unforgettable stories and inspire new generations.”

Creators on the Ground

To capture the energy, culture and scale of the launch as it happened, we sent a group of creators to experience Copacabana first-hand and share the story with their audiences in real time.

On the ground with us were:
Raquel Freestyle, Iman Ali Dib, Letícia Esteves, Laura Biondo, Melu Bertetti, Lia Lewis, Ana Hikari, Two Lost Kids, Samanta Alves and Thamirys Borsan.

A bold, joyful and culture-first beginning for a tournament that’s ready to be seen, heard and felt everywhere