After being the first athlete to be elected 6 times best in the world by FIFA (men and women included), Marta received a sports sponsorship proposal extremely below compared to what men receive. Instead of fighting for sponsorship, she created her own brand and fought for something bigger.

On june 13th, in the Brazil-Australia match, Marta scored a goal that set her as the biggest World Cup goal-scorer. Right after the score, she pointed to the equality boots and to all players on the field. At that moment the #goequal movement was launched.