The crest was first revealed when the team picked up their new kits and held a public unboxing at the Nike Kalverstraat store. Following the reveal, the team attended a special event outside Amsterdam’s Royal Palace at Dam Square, where they held a meet and greet with hundreds of young fans and posed for photos in front a billboard installation with the campaign messaging.

The new Lioness crest debuted on July 16 at the UEFA Women’s EURO 2017 tournament’s opening game in Utrecht, when the Lionesses faced Norway. To support the crest change, a social media campaign also gave players centre stage to unveil the new crest and engage directly with the women’s football community and team supporters. Additionally, an online film “They Call Us Leeuwinnen” explained the rationale behind the crest change.