Portland, OR. The FIFA Women’s World Cup is underway in France and over the first weekend of play, at least one sports network reported a 11% rise in viewership compared to the 2015 tournament. A surge in viewers is positive news for Portland-based Nike, because the company will get more eyes on its new advertisements, several of which have a “girl power” message.

Online viewership of the Women’s World Cup streaming content has spikes 310% compared to 2015.

Many U.S. viewers are cheering for the defending champions, the U.S. Women’s National Team, which won its first game against Thailand on Tuesday. The USA team will play its second game against Chile on Sunday, June 16th. Amid the sport’s growing popularity, Nike is debuting a short film to inspire young girls.

The new advertisement was created by Portland’s Wieden + Kennedy for Nike. It’s called called “Dream Further.” Here’s a look at the messaging for young women:

The new campaign is an extension of the “Kids are made to play” messaging aimed at drawing attention the importance of keeping kids active.

For more information about “Kids are made to play here’s a link: https://purpose.nike.com/kids-play

The FIFA Women’s World Cup runs through July 7th.