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Breaking Barriers: Empowering the Future of Mexican Women's Football

While Mexico boasts a 100-year history in men's football, the women's league is only 7 years old. Despite its recent inception, it faces just as much media scrutiny, stereotypes, and challenges as the men's league.

We launched a massive campaign that took over Mexico City and resonated around the world. By drawing from the authentic insights of athletes, we created narratives inspired by the personal stories of five of the most celebrated players in the league. These stories highlight their journeys of overcoming barriers and stereotypes deeply rooted in Mexican culture.

Inspired by our athletes' stories, we even started a new tradition. The quinceañera, traditionally a moment when girls are introduced to society as women, has been reimagined. Now, it marks the moment they are introduced as athletes.

-- Film by Friedman Sisters

-- Photos by SeoJups

-- Quinceañeras --

-- OOH Takeover --