Nike Women Mexico: Together Unstoppable

W+K Portland’s outstanding spot for Nike Mexico brings female athletes together in the country’s first ever Nike Women’s ‘Just Do It’ campaign. Produced by PRETTYBIRD and helmed by Australian director Tom Noakes, it has all the brio of Sport England’s This Girl Can, along with a similarly punchy track, BaBaBa, specially mixed by Los Angeles DJ Dillon Francis ft. Young Ash.

The word ‘empowerment’ is bandied about with a tiresome regularity these days, particularly by brands claiming the right kind of lippy/hairspray/undergarments can empower a woman to take on the world. But as this exhilarating ad shows, there's nothing that gives a woman that special oomph more than being able to run about all over the shop very fast. And punch things.

Juntas Imparables (Together Unstoppable) depicts a collection of Mexican athletes, including soccer player Nayeli Rangel, boxer Mariana Juárez, runner Paola Morán, gymnast Alexa Moreno, and basketball player Casandra Ascencio, overcoming obstacles – principally horrendous Mexico City traffic and bolshy construction blokes – to get to their destinations.

It’s a refreshing campaign for a country known for its macho culture and also includes a call out for women to get more active and join a Nike challenge, running 10 Sep to 19 Oct, to win a sponsorship deal.