Nike has an empowering message for Mexican women

'Just Do It' targets women in the country for the first time

By Ann-Christine Diaz. Published on Aug 31, 2018

Editor's Pick

Today, Nike's famous tagline "Just Do It" targets women in Mexico for the first time--and with spectacular ferocity.

Titled "Junatas Imparables" ("Together Unstoppable"), the campaign stars female pros like soccer player Nayeli Rangel, boxer Mariana "Barby" Juarez, Olympic gymnast Alexa Moreno, basketball player Casandra Ascencio and track & field athlete Paola Moran turning the streets of Mexico into their playground.

The spot open with a young woman literally trapped--trapped in gridlock and trapped by the expectations of her mother, who we see primping her daughter's 'do to be just so, armed with a can of hairspray. The young lady peeks out of the car and finds inspiration in Moran, running through the streets, exploring and dodging obstacles, powered by her athletic body and her Nikes. The girl then leaps out of the car with a pair of friends, swerving past other autos, traffic cops and through the muck of metropolitan chaos. They set off a chain reaction--a working woman enraged by a phone call drops everything to join them as more athletes jump in. When it looks like they've finally hit an insurmountable roadblock--construction--boxer Juarez emerges to smash it all to smithereens and the women, once again, are free to soar

The spot introduces a campaign running from September 10th to October 19th asking Mexican women to join the #JuntasImparables challenge on with three of their friends. It invites them to chart their minutes of sport and working out, and any physical activity--from running to yoga to pilates--counts. Nike will award the winning team a one-year sponsorship.

The ad was created out of Wieden & Kennedy Portland and directed by Tim Noakes via Prettybird.

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Aug 31, 2018
Wieden & Kennedy Portland
Creative Director:
Chris Groom
Creative Director:
Antony Goldstein
Creative Director:
Alberto Ponte
Creative Director:
Ryan O'Rourke
Sheena Brady
Director of Production:
Matt Hunnicutt
Executive Producer:
Molly Tait Tanen
Mauricio Granado
Director of Business Affairs:
Amber Lavender
Business Affairs Manager:
Laura Caldwell
Business Affairs Manager:
Karen Crossley
Business Affairs Manager:
Emily Kahn
Integrated Traffic Manager:
Tim Bell
Integrated Traffic Manager:
Marie Hernandez
W+K Studio:
Denny Robles
W+K Studio:
Joan Comellas
W+K Studio:
Edgar Morales
Design Producer:
Dona Monroe
Lucas Garrido
Photographer Assistant:
Alma Debenath
Executive Producer:
Krystle Mortimore
Photo Producer:
Tedi Tsuruda
Art Director:
Joan Comellas
Brand Management Team:
Anna Boteva
Brand Management Team:
Simone Jackson
Media/Comms Team:
Danny Sheniak
Media/Comms Team:
Reme DeBisschop
Media/Comms Team:
Emily Dalton
Media/Comms Team:
Stephanie Campbell
Media/Comms Team:
Vivian Zhang
Andy Lindblade
Nathan Goldberg
Production Company:
Tom Noakes
Executive Producer:
Suzanne Hargrove
Director of Production:
Tracy Hauser
Julie Sawyer
Director of Photography:
Natasha Braier ASC ADF
Editorial Company:
Lauren Dellara
Assistant Editor:
Ben Montez
Post Executive Producer:
Raná Martin
Sasha Grubor
VFX Company:
The Mill
Creative Director:
John Shirley
2D Lead Artist:
Narbeh Mardirossian
2D Artist:
Scott Johnson
2D Artist:
Dag Ivarsoy
2D Artist:
Yukiko Ishiwata
2D Artist:
Chris Payne
2D Artist:
Toby Brockhurst
2D Artist:
Dylan Streiff
2D Artist:
Tim Rudgard
2D Artist:
Robin Winfield
2D Artist:
Martin Karlsson
2D Artist:
Roman Yavorsky
Matte Painting:
Itai Mueller
Post Executive Producer:
Anastasia Von Rahl
VFX Producer:
Jacklyn Ramirez
VFX Coordinator:
Mary Mondrus
Shoot Supervisor:
Benoit Mannequin
Color Company:
The Mill
Adam Scott
Executive Color Producer:
Liza Kerlin
Mix/ Sound Design Company:
Beacon Street Studios
Mixer/Sound Designer:
Rommel Molina
Mix/SD Senior Producer:
Kate Vadnais
Ba Ba Ba by Dillon Francis featuring Young Ash
Music Company:
Kobalt Music Group
Executive Producer:
Dillon Francis

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