Nike México (Nike Kids)2026Pitch / Concept
Nike Is A Girl × Liverpool: Momento Mágico
A living brand platform that launches Nike Is A Girl in Mexico and grows with pre-teen girls season by season, from an immersive garden in Liverpool to an AI try-on that connects straight to checkout.
The brief
Create and lead the new Nike Is A Girl platform in Mexico: a sub-brand for pre-teen girls (10–13) at the level of Nike Run or Nike Kids, launched with MAVN, Nike's first apparel line designed exclusively for pre-teens.
Objectives: position NIAG as the leading proposition for pre-teen girls in Mexico, make Liverpool its destination, drive MAVN awareness and sell-through, and build a sustained seasonal presence, not a one-off launch.
Insight
Back to school is usually lived with anxiety, but it is also the pre-teen's moment of reinvention: new look, new attitude, new confidence.
Concept
Momento Mágico: Tu Movimiento, Tu Estilo. A living platform that grows with her every season, built on four pillars (Movement, Style, Culture, Community) and run as an O2O loop: digital drives to store, the store generates content, and the content flows back to digital.
Deliverables
- 01
Platform identity
Visual system, lockup, palette, typography, an identity that evolves each season, and a manifesto video.
- 02
NIAG × MAVN corner
On Liverpool's women's floor: style zones with stylist and creator sessions, personalization and nail art, a content station and the physical entry point to MIRROR MIRROR.
- 03
The garden
A standalone immersive activation: a papier-mâché garden of giant flora with lighting and sound reacting to presence and movement, photo moments as a UGC engine, a yoga and wellness program, and Carta a mí misma: each girl tears a piece of paper from the garden itself and writes a letter to herself.
- 04
MIRROR MIRROR
An AI virtual try-on: fit to real measurements, full-outfit try-on, a no-download web app and a direct connection to checkout, with three entry points into one sales system: physical, digital and hybrid.
- 05
Digital & social ecosystem
TikTok and Instagram as primary channels, YouTube Shorts and Facebook for parents, a tiered creator network, the permanent hashtag #MomentoMAVN and an eight-week calendar for the hero quarter.
- 06
Four-season roadmap
Back to School "Tu Momento MAVN" · Fall, Day of the Dead and Christmas "Tu Temporada Favorita" · New Year and Valentine's "Nuevo Año, Nueva Yo" · Summer "Verano en Movimiento".
- 07
Conversion layer
BOPIS, cross-device sessions, personalized recommendations and first-party data.
My part
Creative direction of the whole platform, strategy and account leadership through a two-week pitch: concept, insight and naming; the seven deliverables; copy (EN/ES); Midjourney reference systems; and the technical design of MIRROR MIRROR, realtime on Decart API (Lucy 2.1) with a working demo and parental consent for processing minors' images.
The key decision
Treating NIAG as a living platform with one sales system behind it, not a seasonal corner, so the garden builds emotion and content and MIRROR MIRROR turns it into sales at every touchpoint.
- weeks of pitch
- 2
- deliverables
- 7
- seasons in the roadmap
- 4
Outcome
Pitch won against Nike's incumbent agency.
The brief
Create and lead the new Nike Is A Girl platform in Mexico: a sub-brand for pre-teen girls (10–13) at the level of Nike Run or Nike Kids, launched with MAVN, Nike's first apparel line designed exclusively for pre-teens.
Objectives: position NIAG as the leading proposition for pre-teen girls in Mexico, make Liverpool its destination, drive MAVN awareness and sell-through, and build a sustained seasonal presence, not a one-off launch.
Insight
Back to school is usually lived with anxiety, but it is also the pre-teen's moment of reinvention: new look, new attitude, new confidence.
Concept
Momento Mágico: Tu Movimiento, Tu Estilo. A living platform that grows with her every season, built on four pillars (Movement, Style, Culture, Community) and run as an O2O loop: digital drives to store, the store generates content, and the content flows back to digital.
Deliverables
- 01
Platform identity
Visual system, lockup, palette, typography, an identity that evolves each season, and a manifesto video.
- 02
NIAG × MAVN corner
On Liverpool's women's floor: style zones with stylist and creator sessions, personalization and nail art, a content station and the physical entry point to MIRROR MIRROR.
- 03
The garden
A standalone immersive activation: a papier-mâché garden of giant flora with lighting and sound reacting to presence and movement, photo moments as a UGC engine, a yoga and wellness program, and Carta a mí misma: each girl tears a piece of paper from the garden itself and writes a letter to herself.
- 04
MIRROR MIRROR
An AI virtual try-on: fit to real measurements, full-outfit try-on, a no-download web app and a direct connection to checkout, with three entry points into one sales system: physical, digital and hybrid.
- 05
Digital & social ecosystem
TikTok and Instagram as primary channels, YouTube Shorts and Facebook for parents, a tiered creator network, the permanent hashtag #MomentoMAVN and an eight-week calendar for the hero quarter.
- 06
Four-season roadmap
Back to School "Tu Momento MAVN" · Fall, Day of the Dead and Christmas "Tu Temporada Favorita" · New Year and Valentine's "Nuevo Año, Nueva Yo" · Summer "Verano en Movimiento".
- 07
Conversion layer
BOPIS, cross-device sessions, personalized recommendations and first-party data.
My part
Creative direction of the whole platform, strategy and account leadership through a two-week pitch: concept, insight and naming; the seven deliverables; copy (EN/ES); Midjourney reference systems; and the technical design of MIRROR MIRROR, realtime on Decart API (Lucy 2.1) with a working demo and parental consent for processing minors' images.
The key decision
Treating NIAG as a living platform with one sales system behind it, not a seasonal corner, so the garden builds emotion and content and MIRROR MIRROR turns it into sales at every touchpoint.
- weeks of pitch
- 2
- deliverables
- 7
- seasons in the roadmap
- 4
Outcome
Pitch won against Nike's incumbent agency.
Behind the scenes
Stack
Midjourney · Web app