Nike - Igniting Mexico's Football Scene

Our powerful campaign helped Nike build a stronger association with Mexico's young street footballers in the lead up to the World Cup. THE RESULTS - In just one month, the short film accumulated more than 10 million views across channels. Top Mexican professional athletes were so inspired by the footage they shared the video organically too. THE CHALLENGE - In Mexico, Nike Football was perceived as a brand exclusively for premium athletes. Most of its advertising showed only professional players, so it needed a creative campaign to reconnect with young people to demonstrate strong relevance with the grassroots sport. THE SOLUTION - Our campaign idea was “Sin Frío”, literally meaning “Without Fear”. Our film captured this 'no-fear attitude', that connected Nike with the people who know the game best - the people who play on the streets. We knew that street football is risky: you could be playing against anyone, and need to be playing without fear of getting hurt, showing your best skills, and using a sense of humour.