Ella Toone's Nike deal puts her at the forefront of the next stage of growth in women's football
Women’s football has been developing at rapid speed off the pitch as well as on it in recent years and no one embodies that more than Ella Toone.
Developed by Manchester United’s youth setup before starting her senior career elsewhere and returning upon the reformation of a first-team squad in 2018, Toone had already become the face of the Red Devils during what was a breakout 2021/22 season.
Even at just 22 as the campaign began, she went from promising youngster to game-changing senior player following significant changes at the club in 2021. The kind of form that saw her finish that season with the joint most assists in the WSL and earn a regular place in the England squad then paved the way for a major role with the Lionesses at the triumphant Euro 2022.
Toone didn’t start any games at the tournament but appeared from the bench every single time, enjoying lengthy second half stints rather than insignificant cameos, and making huge impacts – her late quarter-final equaliser to force extra-time against Spain was bettered only by her opener in the final at a sold-out Wembley against eight-time former champions Germany.
With England playing at sold-out venues and record numbers tuning in on TV, Euro 2022 introduced an already rapidly rising star to an even wider audience. Each time Toone came off the bench, the reaction from the crowd was louder and more excited with passing game.
An outstanding first half of the 2022/23 WSL season with Manchester United has only fuelled her rise even more, with her club now firmly among the best in the league and she at the centre of it.
Already partnered with Nike, Toone signed a new multi-year sponsorship with the sportswear giant earlier this season. That has now seen her go on to be chosen the global face of the brand’s new Phantom GX boots. The launch video was posted on Nike Football's Instagram with 45.5m followers.
Her social media career is also booming, having launched a YouTube channel in recent weeks that is recording impressive numbers even in its infancy. Unusual for a footballer, it is a move inspired more by American athletes and shows off even more Toone’s infectious personality.
Toone is among the first generation of top flight women’s footballers in England knowing only a fully professional career, standing on the shoulders of predecessors who worked so hard to be more than just amateur or semi-pro players. But she is now leading the next charge herself as women’s football moves rapidly towards exciting new opportunities away from the pitch as well.