COPYWRITING & NARRATIVE / DIGITAL & SOCIAL STRATEGY / PRODUCINGGirls of the Game
Super Bowl 2020
For Super Bowl 2020, Nike LA partnered with the NFL & US Nike Football to identify and amplify stories of football athletes across the country who make the sport bigger than the game.
In LA, we hero-ed Dalia Hurtado, a high schooler in East LA bucking traditional Latina stereotypes as an athletic star on both the girls soccer and boys football teams. It celebrated both her heritage as a proud Mexican and her legacy being built on her own.
Along with an incredible team, I developed and drove digital and social strategy across Nike and NFL digital channels, inclusive of our global @nike handle and the @nfl handle. Content production was led by Stept and Matte Black, while on the Nike side I managed production partners to execute brand vision and bring the story to life. Additionally, I led narrative and copywriting for content roll out across @nikela, @usnikefootball, and @nike social channels.
On the @nike global channel, it became the highest-engaged post of 2019.
@nikela
“I want to prove that nothing is impossible. That I can be whatever I want. I can be an athlete and I can be beautiful. I can play futbol y football! The future is in our own hands.”
Dalia knows what people have expected her to become – a cheerleader, just like her mom – but has always been more interested in center field, not the sideline. At 16, she became the only girl to make the varsity football team at her high school. Two years later, she’s inspired more girls to play football at her high school.
Through football, Dalia is re-writing the story her family wrote for her, breaking through stereotypes, and empowering her community to do the same – one game at a time.
@nike
@nikela