/
/
/
/
/
/
005 / 2023 NIKE MX - QUINCEÑERAS FC
In Mexico and many cultures, a girl’s XV marks her transition into womanhood, a formal presentation to society.
But this tradition often reinforces outdated gender roles and expectations. It’s time to give girls a new path. One that frees them from stereotypes and opens real opportunities in sports.
So we reimagined the biggest XV celebration in Mexico’s history, sponsored by Nike. Instead of presenting girls to traditional society, we presented them to the sports world, to clubs, scouts, and sponsors.
A new generation of female soccer players, ready to be discovered.
︎ Wieden+Kennedy SP and MX and Seo Ju as photographer
/
/
/
/
/
/
/
/
/
/
/
/
/
005 / 2023 NIKE MX - QUINCEÑERAS FC
In Mexico and many cultures, a girl’s XV marks her transition into womanhood, a formal presentation to society.
But this tradition often reinforces outdated gender roles and expectations. It’s time to give girls a new path. One that frees them from stereotypes and opens real opportunities in sports.
So we reimagined the biggest XV celebration in Mexico’s history, sponsored by Nike. Instead of presenting girls to traditional society, we presented them to the sports world, to clubs, scouts, and sponsors.
A new generation of female soccer players, ready to be discovered.
︎ Wieden+Kennedy SP and MX and Seo Ju as photographer
/
/
/
/
/
/
/
/
