Latin America

Nike Takes a Next Step With the Women of Mexico

What: Nike debuted its Juntas Imparables campaign, step one of a long planned and multitiered play into the Mexican marketplace for Nike.
Why it matters: Juntas Imparables recognizes the fast-growing active young Latinas marketplace, and ties in a call for the cause of youth play.

The past few weeks the brand power of Nike () has grown as it continues to show its edginess with the campaign that featured many athletes, especially Colin Kaepernick () and Serena Williams (); two hot buttons with media recently.

However not to be underestimated is the brands power to engage globally, and this past week they unveiled another powerful campaign targeted at the Latinas of Mexico.

The new, irreverent film and first Nike Womens JDI campaign in Mexico, Juntas Imparables (“Unstoppable Together”), hit markets large and small last week to rave reviews.

The opening shots show the bustling streets of Mexico City, with an endless stream of cars frozen in traffic. Then a woman sprints by on a run, igniting a citywide rally cry that shows how the challenges of being female are no obstacle for those intent on achieving their goals. The film features cameos by top female Mexican athletes such as Nayeli Rangel, Mariana Juárez, Paola Morán, Alexa Moreno and Casandra Ascencio.

While the female consumer in the U.S. has long been a target for lifestyle campaigns, segmenting an activity into Mexico has been a missed step.

Juntas Imparables also coincides with a call to action: From September 10 through October 19, Mexican women can register a team of four to log workout minutes through the Nike Training Club (NTC) () App, Nike Run Club (NRC) () or in face-to-face sessions at the Nike Women MX House. Teams can review progress via a scoreboard; the winning team will receive a one-year Nike sponsorship. Nike will also convert every minute registered into hours of play for kids through “Made To Play” and in collaboration with partnering organizations.

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“This is a great play for Nike on at least two fronts,” said Harrie Bakst, co-founder of Weinstein Carnegie, a firm that works directly with athletes, celebrities and brands in cause marketing. “First, it recognizes a fast-growing marketplace that many in the active wear space are missing, active young Latinas, especially in Mexico. Second, it ties in a call for cause, which gives those on the fence in participating a reason to engage in the fall, when maybe less activity is planned after a busy summer. Its really smart and shows the expansive and aggressive power Nuke is taking in the marketplace.”

This will be step one of a long-planned and multitiered play into the Mexican marketplace for Nike, and is a natural step for the brand as the Mexican economy rises and brand value for companies becomes more intense. While the female consumer in the U.S. has long been a target for lifestyle campaigns, segmenting an activity into Mexico has been a missed step.

Nike, never one to miss an edgy step, take one here with a bold campaign that should get attention and drive new engagement.

Joe Favorito @joefav

Joe Favorito has over 32 years of strategic communications/marketing, business development and public relations expertise in sports, entertainment, brand building, media training, television, athletic administration and business. The Brooklyn, New York native has managed the day-to- day activities in strategic communications for: Two of the worlds hallmark sports and entertainment brands (the New York Knickerbockers and Philadelphia 76ers), the worlds largest professional sport for women (the WTA Tour), the worlds largest sports National Governing Body (the United States Tennis Association) and the worlds largest annual sporting event (the US Open). He also oversaw the strategic planning, investor relations, communications and digital business development of the International Fight League during its two year run as a Mixed Martial Arts venture and a publicly traded company. Favorito serves on the boards of the Weinstein Carnegie Group, New York Sports Venture Capital, the National Sports Marketing Network, the Drexel University Sports Business program, and Columbia Universitys Sports Management program (where he is an instructor in Strategic Communications and Director of Industry Relations). Joe also maintains a well trafficked blog on the sports marketing and publicity field, “Sports Marketing and PR Roundup,” on the website joefavorito.com, as well authoring the first- ever text on the sports publicity industry (“Sports Publicity” published in August 2007 by Reed Elsevier and updated in 2012 by Taylor Publishing with a third printing coming in 2018), which is used in over 60 sports management programs in the U.S. He has been a guest speaker on sports marketing, social media and communications at a host of institutions, including Princeton University, the Wharton School at the University of Pennsylvania, Georgetown University, the University of Florida Law School, New York University, the Stanford University Graduate School of Business and many others. He is also a frequent spokesperson on the industry for publications ranging from Ad Age and The New York Times to NPR and CBS News. A graduate of Fordham University, Joe, his wife and two children reside in River Vale, New Jersey.

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