Schuh Teams up With Nike to Spotlight London Grassroots Team, Baes FC
With three reimagined Nike silhouettes.
Schuh just unveiled its latest campaign for Summer 2025 in collaboration with Nike, celebrating the voices of the East London grassroots football team Baes FC.
With the post-Euros high and more people than ever getting involved in the women’s game, whether through play, fandom or culture, Schuh’s campaign is spotlighting creativity and community. It also marks the retailer’s step into the world of sport with a purpose-driven approach, featuring a new generation of role models in football.
Baes FC was formed in 2022 by Nicole Chui as an inclusive football club for women, trans and non-binary people of Asian Heritage. Chui created a space where none existed, “turning a pitch into a platform, and a team into a movement,” as stated in a press release. The campaign aims to amplify these voices that are often left out of mainstream narratives and celebrates the inclusive fandom that is so much more than just a team, but essential to shaping the future of the game.
Central to the campaign are three Nike silhouettes, the P-6000, Cortez and Field General, each created to channel the energy of Baes FC and prove that the sport doesn’t just stop at the sidelines. Chui shares, “Beyond being on the pitch, we’re keen to make sure we stick around for a long time, especially for the generations to come. We are not a novelty, we’re a necessity, and you’re already witnessing that.”
To continue the movement, both on and off the pitch, the styles are available to buy on the Schuh website.
In other football news, here are five things you didn’t know about Lionesses legend, Chloe Kelly.
