Nike’s new ad empowers Mexicanas. The Juntas Imparables campaign is Nike’s first Just Do It campaign celebrating women in Mexico.
The commercial features badass Latina athletes like footballer Nayeli Rangel, Olympic gymnast Alexa Moreno, and boxer Mariana Juarez. The women are seen sprinting through Mexico City traffic, soaring past all obstacles in their way.
Nike says the short film symbolizes women’s ability to power through challenges they face. The campaign was released just in time for Hispanic Heritage Month and many are saying it’s long overdue.
@snloahoe tweeted, “The ‘juntas imparables’ commercial de @nikemexico is badass.”
@jooltman tweeted, “Let’s go! This Mexican @Nike ad has a lot to say about my two favorite topics: Women’s Empowerment and Dysfunctional traffic.”
The Juntas Imparables campaign includes a new challenge. From September 10 through October 19, Mexican women can compete in teams. The winner of the challenge will receive a one-year Nike sponsorship.
Nike’s campaign comes after a handful of leaders within the company stepped down after harassment and gender discrimination accusations went public.
It is also one of several Nike campaigns with powerful subject matter — the brand’s new marketing campaign features athlete and activist Colin Kaepernick with the phrase “Believe in something. Even if it means sacrificing everything.”