This study investigates the social media activism of Nordic women footballers during the UEFA Women’s EURO 2022, focusing on their use of Instagram to address social justice issues such as motherhood, gender equality and LGBTQ+ rights. Using qualitative framing analysis, we examined 142 posts and 418 stories from 16 players. The findings reveal that a minority of the players actively engaged in activism, with subtle and symbolic approaches more common than outspoken advocacy. Themes included challenging stereotypes around motherhood and sports, using humour to critique gender inequalities, and supporting LGBTQ+ rights through visible symbols. The findings highlight the complexities of navigating social media activism within neoliberal postfeminist frameworks, balancing personal branding with advocacy. While limited in scope, the activism highlighted systemic issues in sports and leveraged digital platforms to foster change. Recommendations include exploring longitudinal impacts and examining audience engagement to deepen understanding of digital activism’s role in advancing gender equality.