The Netherlands play host to the twelfth edition of the UEFA European Women’s Championship this summer and Amsterdam-based brand 'Lack of Guidance' have teamed up with Nike to create something special.
The new collection titled 'Zero Guidance' is inspired by the fact that women receive a lot less appreciation than men in football, but they never stop fighting for their dream to get to the top.
'Zero Guidance' stands for winner mentality, not taking any directions and defining your own set of rules. For the editorial, LoG selected 11 women that possess this state of mind and by participating, they are showing full support to the women of the Dutch national football team.
Shot in the Amsterdam Olympic Stadium, the location is a place that carries a lot of history in women’s sports. The 1928 Summer Olympics that were held in the stadium and was the first time women were allowed to compete in the Olympics. Photographer Lois Cohen shot the editorial.