FE/NOM

Profile

FAY ABL, 18yo

BORN AND RAISED IN BERLIN W/ BRITISH ROOTS

 

1st & 2nd Team PLAYER AT Türkiyemspor Berlin

 

SHE IS AN ATHLETE / STUDENT / VOLUNTEER / INTERN / YOUTH COACH / COMMUNITY LEADER / ROLE MODEL / FASHION LOVER / FRIEND

 

OPPORTUNISTIC / RESPONSIBLE / OBSESSED WITH REALNESS

 

SHE LOVES TO EXPRESS HER femaleness but in a way that suits her - combining chic, lifestyle & Sports.

 

WOMEN VALUE EMPOWERMENT & TEAM EFFORT RATHER THAN INDIVIDUALITY.

- FAY

Facts

  • 15-19 years old FOOTBALLERS
  • Part of GEN Z WITH Two sub groups who have completely different needs: GEN Me + we
  • ALL MEMBERS OF A FOOTBALL CLUB
  • there are APPROX. 11.5k ADB in berlin & 514k in GERMANY
  • THEY DREAM OF BECOMING A PRO & TRAIN ON AVG. 3-4 TIMES A WEEK PLUS 1 GAME ON WEEKENDS
  • KIDS SPEND ON AVERAGE 8 HRS IN SCHOOL EVERY DAY.

FOOTBALL LANDSCAPE

  • Germany has the highest number of registered female footballers in europe - 1.1 million* (out of 7 million members).
  • The average number of spectators in a men’s Bundesliga Game is 40.000.
    in the Women’s Bundesliga IT’S 845 per game.
  • average MONTHLY SALARY of a women’s bundesliga starting 11-player is 973 euros.
  • germany IS THE MOST SUCCESSFUL
    WOMEN’S FOOTBALL TEAM IN THE WORLD TO DATE.
    CURRENTLY #2 ON fifa RANKING (behind the us).
  • BIGGEST MARKET FOR WOMENS FOOTBALL IN EUROPE, BUT PARTICIPATION GROWTH IS NOT OUTPACING MEN’S. UNIQUE AROUND THE WORLD.

    Berlin LANDSCAPE

    • The rise of small sided
      Small sided is organising itself (E.G. THROUGH TRANING METHODOLOGY & ALSO BUSINESS LEAGUES). FUTSAL IS INCREASINGLY POPULAR (DFB PUSH).
    • THERE ARE approx. 5.7k female members
      and 389 clubs in Berlin
      and Around 136 youth teams in Berlin
    • Womens football growth
      Berlin shows the strongest growth of womens football participation in germany (+8.7%).

      FE/NOM VALues

      • HYPERLOCALITY IS IMPORTANT.
        “THERE IS MORE TO BERLIN THAN IT’S RAW & DARK SIDE. SHOW IT’S COLOURS.”
      • PURPOSEFUL BRANDS DRIVE LOYALTY.
        ESTABLISH EMOTIONAL CONNECTIONS TO CREATE UNBREAKABLE RELATIONSHIPS
      • FOOTBALL IS AN EXPRESSION
        OF STREET CULTURE AND IT’S BOOMING.
      • THEY SEE RETAIL SHOPPING AS A SOCIAL HAPPENING
        WITH THEIR FRIENDS AND ONLINE SHOPPING AS THE BEST WAY
        TO GET inspired.

      • THEY SMELL BULLSHIT.
        AUTHENTICITY & TRANSPARENCY ARE HYGIENE FACTORS IN TODAY’S WORLD.

        FE/NOM INSIGHTS

        • Serve me always
          HONOUR MY LOCAL MOMENTS ON THE STREET AND SERVE ME GLOBAL MOMENTS ON MY SCREEN.
        • “BEING A FEMALE ATHLETE IS ONE OF THE HARDEST JOBS YOU CAN CHOOSE TO HAVE IN GERMANY.”
        • football players feel the responsibility to pave the way for other women. they’re proud of doing this.
        • when i wear football clothes or gear, the first thing people assume is that i am not a player.
        • COMMITMENT CAN WORK LIBERATING.
          IN THE CITY OF FREEDOM, OUR CONSUMER LOOKS FOR A SENSE OF BELONGING.

          Hotspots

          Playlist

          Influences

          UFO361
          HERTHA BSC
          BAYERN MÜNCHEN
          C. Ronaldo
          CAPITAL BRA
          Neymar
          DRAKE
          BORUSSIA DORTMUND
          RÜDIGER
          Jill ROORD
          LIEKE MARTENS
          Barca
          NIKE
          Jorja Smith
          See more

          Favourite products

          NIKE

          Phantom VSN ELITE
          Nike Air Max 97 SE
          Nike M2K Tekno
          MERCURIAL SUPERFLY ELITE
          Jordan x PSG
          Nike Air Force 1

          other brands

          Adidas originals
          H&M

          Competition Watch

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