Nike encourages Mexican women to exercise with digital competition

Nike Mexico “Juntas Imparables”

Nike Women in Mexico is encouraging women to exercise more with a group competition that sees combined exercise minutes tallied for the chance of winning a final prize.

In order to join the competition, titled “Juntas Imparables” (Unstoppable Together), women must register their teams of four on a dedicated website, and from there continue to log their minutes of exercise through the Nike Training Club or Nike Running Club apps. The group that collectively tallies the most exercise minutes within a six week period (September 10 – October 19) will win a year’s worth of Nike sponsorship.

Nike is further supporting the participating teams by creating WhatsApp group chats where they will be connected to a Nike representative who will coach them throughout the competition. Groups are also able to monitor their progress and position in the ranking by visiting the Nike Imparables site, which features a leaderboard.

To promote the initiative, Nike has released a TV spot that sees top female Mexican athletes, such as football player Nayeli Rangel and boxer Mariana Juárez, sprinting through the streets of Mexico City while being faced with challenges such as men wolf-whistling, traffic and construction sites.

The campaign features a charitable aspect too – Nike has vouched that for every minute of exercise registered, it will fund another minute of play or exercise in collaboration with the NEMI foundation next year. This is part of the sportswear brand’s Hecho para Jugar (Made to Play) program, which was created to help Mexican children live happier and healthier lives.

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