Con Quién Estás

Nike

Con Quien Estas

Approach

We went deep into the NFL culture across Mexico and the us – uncovering rich and unexpected stories of pure passion for American football.

Challenge

How do we create a story that emotionally connects with the Mexican American population ahead of one of the most iconic NFL match-ups: the Oakland Raiders vs. The New England Patriots?

Solution

The first Spanish Nike ad to air in America, supported by unique stories that elevated the passions of athletes and fans through the jersey.

Women in graffiti painted alley wearing flannel shirt and number 87 Patriots top

Women in graffiti painted alley wearing flannel shirt and number 87 Patriots top

Three men resting against ropes in boxing gym, one has number 24 Raiders football jersey on

Three men resting against ropes in boxing gym, one has number 24 Raiders football jersey on

Man sitting in window of bodega wearing New England Patriots hat and vintage red Patriots jersey

Man sitting in window of bodega wearing New England Patriots hat and vintage red Patriots jersey

Man kneeling posing in palm tree lined street at dusk wearing number 24 Raiders football jersey, necklaces and plaid pants

Man kneeling posing in palm tree lined street at dusk wearing number 24 Raiders football jersey, necklaces and plaid pants

Man sitting in chair with Raiders posters on wall, Raiders helmet on desk and wearing a Raiders jersey

Man sitting in chair with Raiders posters on wall, Raiders helmet on desk and wearing a Raiders jersey

Woman wearing denim jacket and number 34 Raiders jersey in laundromat sitting on crate

Woman wearing denim jacket and number 34 Raiders jersey in laundromat sitting on crate

Three Women in front of liquor sttore wearing Raiders clothing and number 89 jersey

Three Women in front of liquor sttore wearing Raiders clothing and number 89 jersey