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Nike: Reimagine Victory


Piérdelo Todo. Gánalo Todo.
Lose it All. Win it All.


Cannes Lion Shortlist in Entertainment for Sport
6 Gold & 1 Silver Clio Sports
Gold in Ojo de Iberoamérica


With this campaign, comes a valuable lesson: to win, we need to lose.

Lose our fears, lose the stereotypes, lose the pressure, lose the limits.

México is one of the most important countries for women's futbol in the world.
However, our women's professional futbol team has only existed for 7 years and carries
a lot of stereotypes, hardships, stigmas and barriers. We wanted to face this tension
head-on and create an anthem we could be proud of.

Taking real insights from the athletes themselves and turning them into powerful and
inspiring stories, the campaign approaches the topic in an unexpected way. It talks about losing.
Why? Because these athletes are playing a different game, for something much bigger than a victory.
They play a game that beats adversity and creates opportunity for all women and future generations of players. 

We launched a massive campaign that took over Mexico City and resonated around the world.
By drawing from the authentic insights of athletes, we created narratives inspired by the personal stories
of five of the most celebrated players in the league. These stories highlight their journeys of overcoming barriers
and stereotypes deeply rooted in Mexican culture.










Credits
Agency: Wieden & Kennedy
Directors::Fridman Sisters
Photographer: Seo Ju
Team: Felipe Ribeiro, Jessica Apellaniz, Arah Kim,
Andrea Souza, Rafael Campello,  Gus Henrique
Production: Stink