October 2017 InYourName
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The Swedish women’s football team swapped the names on the back of their shirts in favour of messages that “inspire and motivate women to show that everything is possible”. The players were asked to select tweets from prominent women to be printed on the back of the shirts, where their names would normally appear. The Swedish captain, Lotta Schelin, picked a message from the Swedish politician Gudrun Schyman that says “never look down on someone unless it is to help her up”. Reflecting on the initiative, Schelin said: “The national team shirt is an important symbol and it constantly reminds us that we can win whatever game it is in whatever competitions. Other women whose messages have been printed on the back of the shirts are the artist Zara Larsson (“Believe in your damn self”), journalist Frida Soderlund (“To try is to be successful. The result is secondary as long as you dare”) and the stand-up comedian Karin Adelskold (“Women want different things”).
Another shirt inspired by broadcaster Agnes Lo says "I am playing for my girls in Iran." It was worn by 23-year-old defender Magdalena Erikson who tweeted: "I have chosen to highlight a quote from @agnes_lo_ because I play football for all those who cannot." Another shirt says simply "I'm not bossy, I'm the boss". Midfielder Olivia Schough chose the message "Everyone you meet is fighting a battle you know nothing about." The Swedish FA have activated the campaign with kit sponsor Adidas using the hashtag #InYourName. The football jerseys went on sale on March 8, which was also International Women's Day. 10% of the funds from the shirts will go to a Swedish organisation which supports young female athletes.