Nike en Español
Latinos are the fastest-growing minority in the US. And with it, the purchasing power of an undervalued and misrepresented market. Partnering with Nike NA, we defined the first campaign to launch the Nike App, and Nike.com in Spanish to amplify access and sustain community engagement. Making sure we were serving an undeniable need, this was just the beginning of a much larger initiative creating a new and inclusive narrative with the Latino community.
Main insight: The majority of GenZ is bi-lingual and prefers content in English. While not every consumer preferred Spanish, it still resonated with all. So more than a function, it was our first step towards building a relationship and bridging the existing gap with the Latino community through the power of language.
(Phase 2)
This campaign was made through 3 different stages. Making sure in each one, we got a bit louder each time, and with it, made sure we had the most visibility and awareness. We developed a digital strategy to make sure we were meeting our target right where they already were. Mitu, Snapchat, Pandora, Youtube, Instagram, Facebook, Twitter and our Nike Channels were some of the targeted touchpoints to successfully reach them.
(Phase 3)
As a third phase on this campaign, we created a look book with the latest SP collection featuring talent from the Latino Community. Real faces that helped us push the campaign one last time.
(Phase 4***)
The last phase of this campaign didn’t launch as intended initially. What’s shown below is only for concept purposes.
This evolved into a larger campaign and turned into: You Can’t Stop Our Voice.
Agency: Industry
Client: Nike NA
Creative Direction and Copywriting: Fernanda Arreguin
Graphic Design: Sofia Villarreal & Fernanda Arreguin
Motion Design: Gavin R.
Music: Forest Pond