'Juntas Imparables’ is now being introduced as the first-ever Nike Women’s Just Do It campaign in Mexico and it is a movement that aims to inspire women to turn Mexico City into a playground. The exercise-encouraging campaign is styled as a group competition in which the minutes one spends working out are tallied for the chance to win a grand prize.
With the Nike Training Club or Nike Running Club apps, women are invited to register teams of four and over the course of a six-week period, work together to gain exercise minutes to ultimately win a sponsorship. For added motivation throughout the process, Nike is supporting the teams by setting them up with WhatsApp group chats and linking them to a Nike coaching representative.
In the promotional TV ad for Nike's Juntas Imparables, a number of female Mexican athletes can be spotted, including football player Nayeli Rangel and boxer Mariana Juárez.
Uniting Exercise Challenges
Juntas Imparables is Mexico's First Nike Women’s Just Do It Campaign
Trend Themes
1. Team Fitness Challenges - Fitness challenges styled as a group competition can motivate more people to exercise, opening opportunities for fitness brands to create apps and programs aimed at facilitating team-based workout regimens.
2. Mobile App Integration - Integrating mobile apps to register teams and track progress can boost engagement, creating opportunities for app developers to improve features and gamification processes for personalized experiences.
3. Female Athlete Representation - Highlighting female athletes can inspire young women to engage in sports and fitness, opening opportunities for sports apparel brands to create more inclusive ad campaigns and develop university programs to increase female participation.
Industry Implications
1. Fitness - The fitness industry can leverage team fitness challenges by creating gamified workout programs that promote collaboration and social interaction, such as running apps that give team goals and rewards to help sustain motivation.
2. Mobile App Development - Opportunities for mobile app development are plenty -- from creating apps aimed at facilitating team-based workout regimens, to coming up with gamified features that encourage exercise engagement and user retention.
3. Sports Apparel and Education - The sports apparel industry can leverage the trend of highlighting female athletes with more inclusive ad campaigns aimed at engaging young women in fitness. Developing university programs that promote female participation in sports can be an additional strategy to support this trend.