Embracing the unstoppable power of “Just Do It”

From sticking the landing effortlessly or making that three-pointer to swiftly passing the ball or powerfully running across town, there’s an endless amount of possibilities when it comes to the world of sports. Regardless of the sport, each activity, moment, win, or loss is united by the universal surge of power that comes from it all.

It doesn’t matter who you are or where you come from—when you reach that peak moment when nothing else matters but your feet hitting the pavement, your body flying through the pool, or the ball hitting the net: that’s when you become truly unstoppable; and it’s a quality that transcends any game or match. Sports empower, unite, teach, and enable us to overcome—they have the complete capacity to move the world forward and, most importantly, sports go beyond so much more than sports; they act as a contagious force that bleed into every single aspect of a woman’s life.

It is this ethos and energy we aimed to capture in our latest spot for Nike, which served as the first ever Nike Women’s “Just Do It” campaign in Mexico.

Called “Juntas Imparables” (“Unstoppable Together”), the project brought together Wieden+Kennedy Portland, Prettybird, and director Tom Noakes, building a creative team unlike any other. Nike is no stranger to creating motivational spots, but this proved to be truly special for us because this is not just any other spot around sports—it’s an ode to any and all Mexican female athletes, be it a young girl who enjoys to run or professional soccer player Nayeli Rangel.

The spot begins with a young girl stuck in traffic with an overbearing mother who is seemingly trapping her in a narrative she aims to escape. The girl (and her friends) leave the car, the hairspray, and her mother’s expectations behind, sprinting through the streets of Mexico City and passing by some of Mexico’s greatest female athletes. Other women join in, creating a dynamic and relentless surge of energy that flows through the streets. Set against the backdrop of Mexico City, the spot also showcases boxer Mariana “Barby” Juarez, Olympic gymnast Alexa Moreno, basketball player Casandra Ascencio, and track & field athlete Paola Moran who use CDMX as their ultimate arena, showcasing the freedom and possibilities of embracing sports.

We loved playing a part in this fantastic project, especially since it included many Mexican creatives like Fernanda Guerrero, who served as the production designer for the project. It’s a project that exudes the unique nature of the Mexican spirit, and we’re thrilled to see it come to life.

The spot is part of a larger campaign around inspiring and asking Mexican women to join the #JuntasImparables challenge on Nike.com with three of their friends—the campaign began September 10th and will go until October 19th. The campaign challenges women to track their minutes of sport and working out—in any form—and Nike will award the winning team with a one-year sponsorship. It’s a true epitomization of “Just Do It.”

What are you waiting for? Get out there and show the world what you’re made of.