New NFL Flag Campaign Inspires Young Players Around the World to “Be The Story”

The NFL debuted its newest global flag football campaign, “Be The Story” celebrating the players shaping one of the world’s fastest-growing sports. Launching first in the United States ahead of the NFL Flag Championships and rolling out globally throughout the year, the campaign celebrates the next generation of flag football stars and encourages players everywhere to step onto the field, express who they are and become the main character of their own story.

The brand spot stars a new generation of flag football athletes whose skill, speed and creativity are redefining what the sport can be. The lineup is the most global yet, featuring players from across four countries and every level of the game, alongside popular Twitch streamer and content creator RaKai, bringing together the rising stars shaping sports culture. The cast includes Ashlea Klam (4x US National Team member, NFL-IFAF Global Flag Ambassador and 2026 NAIA Player of the Year), Azul Trujillo (Mexico Jr. National Team), Samaya Taylor Jenkins (Arizona Player of the Year), Ryder Noche (2024 NFL Flag Player of the Year), Liz Lomu Stewart (Australia Women’s National Team) and Arved Mohr (European champion with the German U15 National Team). Together, they represent flag football as a global, inclusive sport where athleticism is undeniable, the competition is fierce and every play is electric.

Created in partnership with Dentsu Creative UK and directed by Grammy Award-winning filmmaker Hannan Hussain, ‘Be The Story’ celebrates the players shaping the future of flag football, as well as those yet to come. For young athletes, it’s an invitation to express who they are, showcase their talent and be the main character in their own story. For parents, it’s a reminder that flag football offers more than competition, building confidence, character and connection through a supportive community. As the sport continues its journey towards the LA28 Olympic Games, the campaign captures both the personal opportunity and global momentum driving one of the world’s fastest-growing sports.

“‘Be The Story’ celebrates a generation of players around the world who are dynamic, diverse and fearless, and it reminds every young athlete watching that the game has a place for them to shine,” said Sarah Bishop, NFL vice president, global brand and consumer marketing. “From NFL Flag Championships this summer to the sport’s Olympic debut in 2028, flag football has incredible momentum right now, and we’re more excited than ever to keep building pathways for more kids to play, compete and lead at every level of the game.”

Flag football has experienced extraordinary global momentum, with opportunities emerging for athletes at every level of the sport. In the U.S. alone, there are now more than 4.1 million youth flag football athletes – a more than 50% increase since 2020. Flag football is now offered at a high school level in 40 states and jurisdictions. More than 250 colleges and universities across the country offer women’s flag football programming, and the NCAA has recently taken important steps toward establishing flag football as a national championship sport. Globally, the sport is played by more than 20 million people across 100 countries and is set to make its Olympic debut at the LA28 Olympic Games.

“This sport has grown so much in the past few years,” said Ashlea Klam, U.S. National Flag team member. “There are more opportunities, especially for women. That is what we’ve been fighting for, for so long, and it’s been amazing to see all the growth that this sport has brought. It has opened so many doors.”

“Whether you’re on the field, creating content or chasing something you’re passionate about, it’s all about having the confidence to be yourself and put your story out there,” said RaKai. “It’s amazing to see so many young flag athletes making their mark and showing what’s possible.”

The NFL recently announced that it is partnering with TMRW Sports to develop and operate a professional flag football league for women and men. The new league has support from an influential investor pool spanning the sports, entertainment, and business worlds, and is expected to launch prior to the sport’s Olympic debut at the Los Angeles 2028 Games.