You probably remember exactly where you were when that halftime blur happened. During Super Bowl LVII in 2023, right after Rihanna descended from the sky on those floating platforms, the NFL dropped a bombshell. It wasn't a trailer for a superhero movie. It wasn't a beer ad. It was the "Run With It" girls flag football commercial featuring Diana Flores.
It felt different.
Honestly, most sports ads try too hard to be gritty or overly sentimental. But this one? It was a high-speed chase through a hotel, featuring a world-class athlete dodging some of the biggest names in the sport. When Diana Flores, the quarterback for Mexico’s National Flag Football team, started weaving through security guards and NFL legends like Sauce Gardner and Cam Heyward, it wasn't just about a commercial. It was a massive, expensive signal that the landscape of American sports was shifting under our feet.
Flag football isn't just a gym class filler anymore. It’s a movement.
Why the Diana Flores Commercial Was a Turning Point
For years, the "girls flag football commercial" niche was basically non-existent. You might see a local spot or a generic Nike "Play New" clip, but never something with this much production value during the biggest television event of the year. The NFL spent millions—not just on the airtime, but on the choreography and the talent.
Why? Because the numbers don't lie.
According to data from the National Federation of State High School Associations (NFHS), flag football is one of the fastest-growing sports in the country. In the 2022-2023 school year alone, participation among high school girls jumped significantly. States like California, Florida, and Georgia have already sanctioned it as an official varsity sport. This isn't a fad.
The commercial worked because it treated Flores like a superhero. It didn't lean on the "it's good for girls to play" trope. It leaned on "look how incredibly fast and elusive this person is." When she dodged her own mother in the hallway—who was also in on the "rip the flags" mission—it added a layer of humor and humanity that stayed with people.
✨ Don't miss: Liechtenstein National Football Team: Why Their Struggles are Different Than You Think
Breaking Down the Viral Success
The "Run With It" spot was directed by Bryan Buckley, a man who has directed over 60 Super Bowl commercials. He knows how to make something stick. By filming it to look like a live broadcast interrupt, the NFL fooled a lot of people for the first ten seconds.
- The Cameos: Having Jalen Ramsey and Aidan Hutchinson fail to pull a flag from a woman creates a specific kind of respect.
- The Talent: Diana Flores wasn't a model. She’s a World Games gold medalist.
- The Message: The tag line "To the women pushing football forward" wasn't just flavor text; it was a mission statement.
The Olympics and the $100 Million Push
If you think the girls flag football commercial was just a one-off marketing win, you're missing the bigger picture. In October 2023, the International Olympic Committee (IOC) officially added flag football to the program for the 2028 Los Angeles Games.
This is massive.
We are talking about a sport that, ten years ago, was barely on the radar of most athletic directors. Now, the NFL is using its massive marketing engine to ensure there is a pipeline of talent ready for 2028. They aren't just selling a game; they are selling a dream that ends with a gold medal.
The investment is staggering. The NFL has partnered with organizations like RCX Sports to expand "NFL FLAG" leagues across the globe. They've poured resources into the "Keep Her In The Game" initiative. Basically, they realized that women represent the largest untapped market for the sport of football. If you get girls playing, you get lifelong fans, future coaches, and a brand new demographic of consumers.
Misconceptions About the Sport's Popularity
People often think flag football is "football-lite." They assume it's a soft version of the "real" game. That’s a mistake.
Watching the elite level—like the athletes featured in those commercials—reveals a game built on pure explosive speed and spatial awareness. There is no offensive line to hide behind. If you are a quarterback in flag, you are under constant pressure from a 7-yard rusher. You have to be more accurate because the windows are tighter and the field is shorter.
🔗 Read more: Cómo entender la tabla de Copa Oro y por qué los puntos no siempre cuentan la historia completa
Another huge misconception is that this is only happening in the US. The International Federation of American Football (IFAF) reports that flag football is played by over 20 million people in more than 100 countries. Mexico, in particular, is a powerhouse. That’s why using Diana Flores was such a smart move—it acknowledged that the heart of this sport might actually be south of the border.
The "Billie Jean King" Moment for Football
Think back to the "Battle of the Sexes" in tennis. Or the 1999 Women’s World Cup. Every sport has a moment where the public's perception shifts from "that’s a nice hobby" to "this is a legitimate professional pursuit."
The girls flag football commercial era is that moment for football.
We are seeing collegiate opportunities explode. The NAIA (National Association of Intercollegiate Athletics) was the first to recognize women's flag football as an emerging sport. Now, several dozen colleges offer scholarships. You can literally get your education paid for by pulling flags. That was unthinkable two decades ago.
Real-World Impact on High School Athletics
I talked to a coach in Alabama recently who said their girls flag tryouts had more interest than the traditional volleyball program. That’s wild.
In New York, the Jets and Giants have been sponsoring high school leagues, providing uniforms and equipment. It’s a grassroots takeover. When a girl sees a commercial during the Super Bowl, and then her local NFL team provides her high school with Nike-branded jerseys, the psychological impact is profound. It makes the athlete feel seen. It makes the sport feel "real."
The Technical Side of the Commercial's Production
The "Run With It" ad wasn't just CGI magic. It required intense physical training. Diana Flores reportedly performed many of those stunts herself. The cinematography used "SnorriCam" rigs—those cameras attached to the actor's body—to give that disorienting, high-energy feel as she moved through the hotel.
💡 You might also like: Ohio State Football All White Uniforms: Why the Icy Look Always Sparks a Debate
It was filmed in Los Angeles and required a massive security perimeter because of the high-profile NFL stars on set. But the real star was the pacing. The ad never slowed down. This mirrored the pace of the game itself—20-minute halves, no huddles, constant movement.
What's Next?
The trend is moving toward more individualized storytelling. Expect the next girls flag football commercial to focus less on the "wow" factor of a woman playing football and more on the specific rivalries and personalities in the league.
We are going to see more names like Vanita Krouch and Ashlea Klam becoming household names.
Nike and Under Armour are already shifting their R&D to create flag-specific cleats. Traditional football cleats are designed for the "trench" work of linemen. Flag requires something more akin to a soccer boot or a track spike, designed for sharp cuts on turf. When the apparel companies start making gender-specific, sport-specific gear, you know the money has arrived.
Actionable Steps for Getting Involved
If you or someone you know was inspired by the recent wave of flag football media, here is how to actually move from the couch to the field.
For Parents and Players:
Find a local league through the NFL FLAG website. They have a zip-code seeker that lists every sanctioned league in the country. Don't wait for the school year; many of these are year-round.
For Coaches and Educators:
If your school doesn't have a program, look into the grants provided by the NFL and Nike. They often provide "startup kits" that include footballs, flags, and even curriculum guides to get a varsity program off the ground.
For Fans:
Follow the IFAF World Championships. The level of play is staggering, and much of it is streamed for free or on minor sports networks. Watching the tactical side of the Mexican or American national teams will completely change how you view the "girls flag football commercial" you saw on TV. It’s not just a commercial; it’s a preview of the 2028 Olympics.
The momentum isn't slowing down. If anything, we are just in the first quarter. The next time a flag football ad flashes across your screen, remember that it's backed by billions of dollars, a pending Olympic debut, and a generation of girls who no longer think of football as a "boys' game." They just think of it as their game.