Brenda Medina Carmona

Nike Brand Campaign

/17
campaign cover image

Mexico City, or CDMX, is a city without limits— a vibrant mash-up of tradition, innovation, and pure hustle. At its core are the 'Chilango' youth: digital natives, big dreamers, and always on the move. You’ll find them in the heart of the city—the barrios—where their unique styles and daily challenges shape who they are. Sports might not top their to-do list, but make no mistake, they’re already athletes by nature, living life at full speed. "Date Calle" is more than a call to action—it’s an invitation to earn your street smarts, take over the streets, and truly own them. It celebrates the raw energy of street culture and empowers young athletes to embrace the city as their playground.

Mexico City, or CDMX, is a city without limits— a vibrant mash-up of tradition, innovation, and pure hustle. At its core are the 'Chilango' youth: digital natives, big dreamers, and always on the move. You’ll find them in the heart of the city—the barrios—where their unique styles and daily challenges shape who they are. Sports might not top their to-do list, but make no mistake, they’re already athletes by nature, living life at full speed. "Date Calle" is more than a call to action—it’s an invitation to earn your street smarts, take over the streets, and truly own them. It celebrates the raw energy of street culture and empowers young athletes to embrace the city as their playground.

Client:

Nike Mexico

Client:

Nike Mexico

My Role:

Associate Creative Director

My Role:

Associate Creative Director

Year:

2017

Year:

2017

Service Provided:

Digital Marketing, Brand Strategy, Creative Pitching

Service Provided:

Digital Marketing, Brand Strategy, Creative Pitching

Watch Brand Manifesto

Watch Brand Manifesto

Watch Brand Manifesto

Watch Brand Manifesto

Watch Brand Manifesto

Watch Brand Manifesto

barrio context
barrio context
barrio context

The Challenge


Reimagine how urban youth see sports in the city. The goal is to shift perceptions by speaking their hyperlocal language, tapping into street culture, and making Nike an authentic part of their daily lives. The challenge lies in creating a fully integrated campaign that not only connects but actively engages, becoming a part of the streets they already call home.

The Process


We mapped out every urban touchpoint to amplify campaign visibility and drive authentic engagement. The strategy focused on blending physical and digital experiences while staying rooted in community culture.


Key campaign assets included:

  • UGC content to fuel hype and community engagement

  • 'Street' sport-inspired billboards in high-traffic areas

  • UGC billboards spotlighting local talent and creators

  • A Nike-exclusive venue for practicing street sports

  • A flagship store redesigned to reflect street culture

The Big Idea


NIKE STREET ARENA


We brought the streets to life through a phygital brand experience—the Nike Street Arena. This unique venue offers young athletes a dedicated space to practice their favorite sports while building deeper connections with the brand.


Access to the arena is earned through the Nike app, where users collect points by engaging in street sports, sharing UGC, and completing urban challenges. The more they play, the more perks they unlock—exclusive events, gear drops, and community recognition.


By merging the physical and digital worlds, Nike becomes more than just a brand—it becomes a catalyst for community, creativity, and self-expression on the streets.