Nike’s ‘Just Do It’ tag has been around for decades, but in Mexico, Nike Women hasn’t been represented by the phrase – until now. ‘Juntas Imparables (Together Unstoppable)’, is a movement that is made to inspire women to make Mexico City their playground, where they can expand their human potential, according to the brand.
‘Juntas Imparables’ is the first ever Nike Women’s Just Do It campaign in Mexico – a country known for its machismo. The campaign shows that the challenges of being a woman in that country are no obstacle for those who decide to achieve their goals through sport. It looks to inspire all women to see sport as fun, community building, and which gives them access to continue achieving their goals.
Mexico City is the backdrop to show strong and independent women and the frustration they experience when fighting against different obstacles – from time, traffic, and the resources to access sport. Soccer player Nayeli Rangel, boxer Mariana Juárez, runner Paola Morán, gymnast Alexa Moreno, and baseketballer Casandra Ascencio, together with other Mexican athletes, experience the joy, euphoria and unique moments in life that only sport can provide. In the spot, the women run through the heavily trafficked streets of the city, passing soccer balls, doing leaps across cars, punching their way through construction and breaking from stereotypes the entire way. One doesn’t need to speak Spanish to follow the action, as the sheer skill of the women breaks through barriers.
Together the athletes inspire other women and generations of Mexicans to join them to find their inner strength and thus move the world through sport.
‘Juntas Imparables’ was filmed in multiple locations in Mexico City. The spot was produced in collaboration with Wieden+Kennedy, directed by Australian director Tom Noakes, scored by an exclusively mixed track by Dillon Francis featuring Young Ash.
The campaign is also inviting women, regardless of sport ability or physical condition, to join the challenge and register their four-person squad, with the goal of accumulating minutes through the Nike Training Club (NTC) App, Nike Run Club (NRC), or in face-to-face sessions at the Nike Women MX House. The challenge runs September 10 to October 19. Once the challenge begins, participants review the progress on the scoreboard with thousands of other participants. Any physical activity counts, a Pilates class, running 2 kilometers, a soccer match or even a dance session; the important thing is to move. The winning team will receive a one-year Nike sponsorship but the real reward will be knowing that your effort can move the city.
In addition, for every minute registered, Nike through ‘Made to Play’ and in collaboration with the NEMI Foundation among other partners, will convert it into hours of play and physical activity for children in public schools and local community organizations over the next year, helping to build a healthier future.