Strategy
To show Toma’s intersection between culture, style and futbol we created an attractive roaster of different personalities to
cover the edges and intersection of futbol and sportswear.
These seeding kits helped us elevate and create energy around TOMA so we could educate our consumer of our point of
view of futbol, culture and style.
It was very important to carefully choose these profiles so that they could be part of the kick off for our long term journey
with two world cups ahead in our territory.
To extend Toma El Juego's presence in social conversation, we invited content creators and tier-one media outlets
targeting young audiences, who were previously seeding with T90 jerseys.
As a result, we organically connected with soccer and sneaker communities in the local market, through deeply inspiring
and passionate messages about Mexican street soccer culture and community-driven experiences.he kick off for our long
term journey with two world cups ahead in our territory.
- THIS
- La Cultura MX
- Glamour
- Sports Illustrated
- Juan Futbol
- Analistas
- Hypebeast LATAM
- Cracks
- La Gambeta
- Legendary
- Copa 90
- Los de los Tenis
- Marian Guevara
- Jack Downer
- Janella Hernandez
The excitement around Toma El Juego lit up social media and dominated coverage in leading Mexican lifestyle, sports, and street culture outlets, which posted predominantly inspiring narratives throughout the event. Guests reflected their excitement and passion for soccer by sharing the field with legends such as Ronaldinho and Jorge Campos, a sentiment that was amplified by a strong female community on social media. They described this as a unique opportunity to fulfil their dreams.
These efforts were boosted by a media blast sent to leading lifestyle, street culture, and sports media outlets, which amplified Toma El Juego's messages across their digital platforms. As a result, international media outlets specializing in soccer, such as the British platform SoccerBible, spread the news, reflecting the cultural impact beyond the local geography.
“My first studs ever were Total 90s, so being part of an event that celebrates not only this line, but also the art and soul of street soccer (which is how we all started) blows my mind :,)”
– DAYANA MADRIGAL, SOCCER PLAYER
“How wonderful to have been part of such an impactful event as TOMA.”
– NANCY ANTONIO, NIKE ATHLETE
“With special appearances by @elmalilla_ and @ronaldinho, TOMA El Juego marked a turning point for Mexican soccer.”
– ANDREA SACAL, HYPEBEAST LATAM
“TOMA El Juego, Nike's new initiative, is here to transform the way soccer is experienced, bringing the excitement of the streets to a stage where everything goes beyond a simple tournament”
– VENENO, THIS
We kicked off the T90 journey with Headquarter, taking over Sneaker Fever — Latin America’s biggest sneaker and streetwear stage. Over 20,000 attendees. Our purpose: ignite football culture ahead of TOMA Ciudad de México.
Together, Nike & HQ brought the spirit of the game to the streets — honoring Total 90, and setting momentum for what’s next. An immersive space fused design, community, and the love for football — from custom jersey workshops and T90 previews to a high-energy table football tournament reffed by the Federación Mexicana de Futbolito. A bold start. A cultural statement.
The official kickoff of NBHD Football — where football meets design, music, and str$eet energy.
Tournament
We brought the energy of the pitch into the heart of subculture—blending football nostalgia with lifestyle expression. In collaboration with Lust, we transformed their space into a vibrant hub where football culture came alive for four consecutive weeks filled with tournaments, freestyle shows, custom jersey and ball workshops, collectible posters, and more.
Each activation turned into an immersive celebration of the game, where creativity, style, and community collided. From hands-on experiences to street-style matches, we connected directly with our audience—honoring the spirit of football beyond the pitch and amplifying its influence across culture.
