Nike: The annoying coach of the
XLI CDMX Marathon.
Nike wasn’t the official sponsor, but it’s what everyone remembers from the 41st CDMX Marathon. Nike showed up, kilometer by kilometer, like that relentless coach who tells you what you don’t want to hear but knows exactly how to push you forward. Every message was crafted with precision, rooted in real insights gathered from interviews and forums with runners.
Through hyper-local messages tailored to each stage of the journey, Nike connected with runners’ emotions: the initial adrenaline rush, the tough reality check at the halfway point, and the ultimate battle against exhaustion. The reactions spoke volumes—laughter, groans, and thousands of steps taken despite it all.
The campaign took over social media, with posts and comments flooding in, generating significant free PR and positioning Nike as the true protagonist of the marathon.
Agency: Wieden+Kennedy Mexico.
My Role: Creative Director/Copywriter.
Team: Jessica Apellaniz, Pablo de Arteaga, Yago Fandiño, Denisse Mancera, Hugo Bocara, Beatriz Pecero, Sofía Gamiz, Jan Earhart.
Clients: Mica Gallino, Adriel Galicia, Dalia Pallares, Isabel Olmos, Pamela Torres, Sarah K, Renata Ladrón de Guevara, Ana Maria Rozo, Chantal Gonzalez, Gabriela Mendoza, Diego Legname.