VisualGPS Creative Trends Culture Game Changers: Women's Flag Football

A crisp fall morning. Puffs of breath hang in the sharp, clean light. Cleats crackle against frost‑covered grass as the quarterback receives the snap and hands off to the runner. She dodges and spins down the field, flags whipping behind her, tantalizing her defender. With a final twist, she sprints into the end zone: Touchdown! 

Emerging as a safer and more inclusive alternative to tackle football, flag football is booming in popularity, set to join the 2028 Olympic games and surpass tackle football in worldwide engagement in the next few years. Women make up 25% of these athletes—the fastest‑growing segment of the sport.¹ Girls participating at the high school level have increased by 105% in just the last year alone.² Despite these numbers, our VisualGPS analysis reveals a disconnect in perception: commercial media still amplifies depictions of traditional football as a masculine domain, with men appearing in five times more visuals related to the game. When women are shown, they are not seen as athletes playing the game, instead appearing only as literal or figurative cheerleaders. Yet this is a false narrative, ready to be disrupted. 

To capture this shift, I collaborated with The Good Brigade and photographer Fab Fernandez, known for his dynamic sports photography. After months of preparation, the timing and casting came together perfectly. The shoot features a real women's recreational team, capturing the full range of the game—from practice and warm‑ups to action on the field and the post‑game celebration. The cast spans women of all ages from early 20s to over 50, all body types and backgrounds, showcasing the diversity and talent of athletes who bring personal flair, competitive drive, and joyful energy to the sport. 

Fab’s expertise elevates the shoot with immersive perspectives, confident portraits, and atmospheric light, capturing the intensity of the action and the camaraderie among teammates. His skilled approach highlights not only the powerful physicality of the game but also the community and connections off the field that make team sports so impactful. 

This kind of visibility is key in changing perceptions. Studies show that young girls are dropping out of sports at three times the rate of boys by age 14, largely due to a lack of representation and opportunities. However, sports participation has a proven positive impact on physical and mental health, as well as life skills such as leadership, confidence, and teamwork.³ When women see themselves represented as athletes, it creates a pathway that encourages them to pursue their own goals, both on and off the field. 

The success of this shoot is also about meeting consumer expectations. VisualGPS reveals that seven in 10 sports fans, regardless of gender, want equal coverage of male and female sports. Brands now have an opportunity to better align with this demand by promoting female athletes authentically. By capturing these vibrant, authentic women as the powerful, skilled athletes they truly are we hope to ensure more young girls can see themselves in these roles as well. Representation matters, and by celebrating these athletes, we not only reflect the changing landscape of sports but also inspire the next generation to believe in their own potential. 

Sources
[1] CBS News
[2] CNN
[3] Women's Sports Foundation