Fashion-Led World Record Attempt to Unite Fans at Matildas v Korea Republic on International Women’s Day
Monday 23 February 2026
Editor’s note: images/videos of the Stadia 2 Street campaign available here: https://officeofsport.intelligencebank.com/customshare/index/ArDAv
Football fans across Australia are being encouraged to take part in a fashion-led world record attempt on International Women’s Day (Sunday 8 March), as part of the AFC Women’s Asian Cup Australia 2026™ match between the CommBank Matildas and Korea Republic at Stadium Australia.
Fans will join the world record attempt for the most simultaneous selfies at 7.30pm AEDT, joining the moment from wherever they are, whether travelling on a train, gathering at a watch party, meeting friends at a pub, attending a live site or tuning in from home - celebrating women’s sport, fashion and passion in one shared national moment. This is open to absolutely everyone, wherever and however they’re watching!
The world record attempt forms part of Stadia 2 Street, a fan-led movement celebrating a love of women’s sport through fashion. Stadia 2 Street encourages fans to style their football jersey or fan gear with fashion items and personal touches, expressing their fandom in a way that feels confident, individual and wearable. The movement reflects a growing trend in women’s sport toward self-expression and identity.
With two weeks to go until the match, the NSW Office of Sport and the AFC Women’s Asian Cup Australia 2026™ Local Organising Committee (LOC) have teamed up with iconic Australian athletes and influential voices to help bring the Stadia 2 Street movement to life.
Athletes supporting the campaign include Junior Matilda Annabelle Croll, Olympian skateboarder Chloe Covell, NSW Swifts Netballer Grace Nweke and NRLW captain Tiana Penitani-Gray, who appear in the Stadia 2 Street promo video. The video is narrated by influential sports commentator and advocate for First Nations voices and women in sport, Marlee Silva.
Stadia 2 Street is a key initiative under the NSW Government’s Play Her Way Strategy, which focuses on innovative approaches to strengthening women’s sport and funding models by leveraging major events, cultural relevance and commercial opportunities.
The campaign responds to a critical moment for girls and women in sport. Adolescent girls in particular face barriers such as fear of judgement and appearance that continue to limit their participation. At the same time, fandom for women’s sport is surging - not just in viewership, but as part of personal identity. Fans increasingly want ways to express their connection through fashion that reflects who they are.
Despite women’s sports merchandise representing a $4 billion market in the United States alone, demand continues to outstrip supply. Research shows 79 per cent of fans would buy more women’s sports merchandise if better options were available.[1]
NSW Minister for Sport Steve Kamper said:
“The Play Her Way Strategy is the NSW Government’s commitment to ensure women and girls not only participate in sport but stay involved and see themselves in every part of it.
“With major moments like the AFC Women’s Asian Cup and the creative energy of Stadia 2 Street, we can build new ways for fans to connect with sport - through style, confidence and community.
“This isn’t just about match days, it’s about breaking down barriers that hold girls back and making sport a place where every woman and girl feels they belong, play and win.”
Minister for Women Jodie Harrison said:
“International Women’s Day is about empowerment, confidence and opportunity.
“We also want to build on the momentum and popularity of the AFC Women’s Asian Cup to encourage women and girls to get involved in sport.
“Stadia 2 Street brings all of that together by giving fans a joyful, inclusive way to celebrate women’s sport and be part of something bigger on the day.”
Women’s Sport Lead at NSW Office of Sport Kerry Turner said:
“Women’s sport has a different heartbeat. The opportunity is to harness World Cups and major events to embed sport into the cultural fabric of girls’ and women’s lives in ways that genuinely resonate.
“We know that confidence, identity and belonging play a critical role in keeping girls engaged in sport.
“Stadia 2 Street creates a positive, creative way for women and girls to show up, express themselves and feel part of the women’s sport movement.”
AFC Women’s Asian Cup Australia 2026™ Local Organising Committee Chief Operating Officer Sarah Walsh said:
“Major tournaments are about more than what happens on the pitch.
“Stadia 2 Street creates a powerful fan experience that celebrates women’s sport, participation and pride, and brings people together in a memorable way on International Women’s Day.”
“We’re encouraging fans to have fun with it. Pull out your jersey, style it your way and be part of this nationwide moment at 7.30pm.
“Fans can grab jerseys and merch through Football Australia’s online store at shop.footballaustralia.com.au, and all good sports retailers. However you choose to show up, we want to see your take on Stadia 2 Street.”
How to take part in the world record attempt
- Set a reminder for Sunday 8 March, 7.30pm AEDT
- Style your jersey or fan gear with fashion pieces and personal details to create your Stadia 2 Street look
- At 7.30pm AEDT take a selfie wherever you are watching
- Post your selfie to your main feed using #Stadia2Street between 7.30pm and 7.35pm AEDT on a public account. Stories and private accounts can’t be to be counted.
The current world record for the most selfies (self-portraits) taken simultaneously is 4,991, achieved at an event organised by the Younique Foundation in Missouri, USA, on 6 August 2016.
[1] 2024 Rep Her Report: Revealing the Unmet Demand for Women’s Sports Merchandise (Klarna and Sport Innovation Lab)
