Somos Familia, LHM
In Fall 2021, Nike celebrated familia all month long by partnering with athletes, creatives, and community changemakers who embody the rich history, heritage, and diversity of Latino culture.
We knew Latino Heritage Month needed to go beyond just a moment. It was a permanent promise and a commitment to true representation. Through this campaign, we aimed to convey the true meaning of familia. Not something you can put into words. But a common feeling connecting us all through the power of heritage and sport.
Leticia Bufoni.
With the support of her family, Leticia Bufoni moved from Brazil to the U.S. to follow her dreams. Today, she stands as one of the most well-known women in professional skateboarding.
”I am where I am today because of my family. They have always supported my dream and helped me push forward. I want to inspire girls around the world to not just skate, but to follow their dreams. Whatever they are, go for it, and don’t give up.”
Devin Booker.
“Being a Latino NBA player is very special. Living in Phoenix has allowed me to dig deeper into my Mexican heritage. Feeling the family-like atmosphere and love from the people has been incredible. They understand I’m in this journey and have supported me all the way.”
This is a connection through a common history, a cultural call running through common veins, multiple heartbeats bouncing at the same drum of heritage. Every score echoing beyond the court. Bringing the attention of those who seek rebellious hope. Those who see themselves in him. Same blood, same familia, a unified voice paving the way through a “si se puede” chant.
Coach Nat. LA
For most basketball lovers, playing on the court is a dream come true. But for Natalie Gutierrez, impacting the youth as a coach is just as rewarding. Natalie has found family through basketball and is honored to be considered a role model for Latina athletes everywhere.
“Family goes beyond the walls of my home and bloodlines. Through basketball, I’ve met so many amazing people and have gotten the opportunity to coach amazing kids. By being unapologetically myself, I am showing other women and Latinas that they can be who they are and be proud of it.”
Mile Style. NYC
Running alone is never easy. That was one of the reasons why Miguel Hernandez started the run crew, Mile Style. Dedicated to change the health landscape of the Bronx, the group has evolved into a community for all walks of life--including two dedicated Latina runners, Sol and Joelle.
“Mile Style has changed our lives for the better. I think I got more than what I bargained for by being a part of Mile Style. They’re my chosen family.” - Joelle.
“I want to tell all young Latinas that you’re enough. Take your first step, and you’ll be surprised by what you can accomplish.” - Sol.
Agency: Industry
Creative Direction: Fernanda Arreguín & Oved Valadez
Photography: Armando Garcia and Julian Burgueño.
Film Director: Alex 2Tone
Styling: Damaris Flores
Graphic Concept: Public Library