WELCOME TO AFTA 2.0
AFTA STUDIOS ENTERS A NEW ERA
WHAT IS AFTA 2.0?
AFTA 2.0 is the evolution of AFTA Studios.
It’s a bold new chapter that goes beyond illustration and merchandise, combining creativity, culture, and community to define the next era of women’s football.
We’re shaping women’s football in ways that have never been done before, merging culture, creativity, and community to define the next era of the game, while collaborating with other creatives and organisations who are helping shape its future.
How it started
We began with community-led creativity, bold illustrations, comics, and stories that celebrated the women’s game when few others did. From reactive social media content to experimenting with non-traditional sports journalism, we’ve always approached things differently, using neurodiverse thinking to find new ways of storytelling. Along the way, we shaped a path that gave us a home in the game and a way to support the growth of women in sport.
How it's going
AFTA 2.0 marks our biggest season yet. This September we launch our first full AFTA Studios Collection, featuring standout designs like It’s Your Game, a rallying cry for fans and players to shape the sport’s future, and Super League Sundays, celebrating matchday culture and the growing presence of the WSL.
We'll be officially licensed with two additional WSL clubs for the 2025/26 season, alongside Arsenal Women and Official England, while expanding collaborations with other creatives and organisations across the sport. At the same time, the AFTA Hub is growing, connecting designers, photographers, videographers, and fans with exciting opportunities to collaborate on upcoming projects.
The game is still growing, the story's still being written, and we create it alongside you
IT'S YOUR GAME CREATE IT
Our campaign “It’s Your Game, Create It”, celebrates how fans and players alike shape and express the women’s football community and culture.
Women’s football isn’t just about 90 minutes on the pitch. It is a safe haven where fans find community, friendships, even themselves. The game is progressive and inclusive, with players leading conversations on gender equality, LGBTQ+ rights, racism and more. Creativity also shines through the way people show their love for the game, whether that’s through art, zines, chants, fashion or design.
No matter which club you support, these designs are for everyone - they’re about uniting the women’s football community, and celebrating but being responsible for the football culture we create.