NFL’s 'Chase Something' Campaign Turns Flag Football Into a Brand Platform

Quick listen: The NFL’s Olympic push turns flag football into a global brand — in under 2 minutes.

The NFL is putting flag football on the global map with a campaign that makes sure the world takes notice.

Launched ahead of this weekend’s NFL Flag Championships presented by Toyota, “Chase Something” captures the grit and ambition of athletes going after more than just wins.

Created with agency Zambezi and produced by FIN Studios, the efforts are marked by a spot starring top talent from the NFL, Team USA, and the sport’s rising youth circuit.

All driving toward a shared dream: the 2028 Olympic Games in Los Angeles.

“I know how life-changing it is to represent your country on the world’s biggest stage,” said Chiles.

“That opportunity should be accessible to every young athlete, especially girls, who dream big and work hard.”

NFL SVP of Global Brand and Consumer Marketing Marissa Solis reinforced these sentiments, saying the campaign reflects the sport’s evolution by honoring athletes who represent its spirit. 

Through this initiative, the NFL not only celebrates where the sport is today, but also draws a roadmap for where it’s headed.

On the Field and in the Spotlight

The hero film opens with dynamic shots of players like Jayden Daniels (Washington Commanders), gymnast Jordan Chiles, and youth standouts Sophie Guitron and Trishelle Tucay, filmed in motion from behind or head-on.

These thrills and fast-paced scenes then serve as a visual metaphor for forward momentum and personal ambition.

"Chase something. Chase being chased. It's all up for grabs now," the narrator says, as the spot ends. 

Apart from the spot, the campaign’s launch is timed with a massive youth activation. 

From July 17–20, the NFL Flag Championships will take over Canton, Ohio, bringing 3,000 athletes from 300 teams to compete across divisions representing all 32 NFL teams.

Coverage for this will run across ESPN, ABC, Disney, and official NFL platforms.

Athletes like Guitron, Tucay, Mahden Meyers, and Isaiah Flores will also compete in the event, blurring the line between ad and athlete story.

Beyond the U.S., the NFL is using flag football as a gateway to international growth.

The 2025 edition of the tournament will host 14U co-ed teams from eight countries, including Brazil, China, Germany, and Mexico.

Meanwhile, the number of girls playing flag football continues to rise, with 16 U.S. states now offering it as a varsity sport and over 100 colleges adding women’s programs.

“It’s incredible to watch them showcase their skills chase their goals — on and off the field,” said Zambezi Partner Alex Cohn, who also serves as head of content at FIN Studios.

With the Olympic debut set for 2028, and over 20 million players in 100+ countries already involved, the NFL wants us to know that flag football is no longer niche.

It’s global, inclusive, and here to stay.

Our Take: What Makes This Campaign Stand Out?

What caught my eye here is the NFL's use of real athletes to frame a future-forward story.

Avoiding flashy stunts and focusing on authenticity and motion allowed Chase Something to feel grounded and aspirational all at once.

I think the emphasis on accessibility and youth visibility positions the NFL as more than a league and a cultural driver of opportunity.

This is what brand partnerships can look like when sport, storytelling, and purpose truly align.

In other news, football stars Erling Haaland, Kylian Mbappé, and Ronaldinho all starred in a star-studded Nike campaign.