In 2023, Mexico's women's national team was still very young, only seven years old, playing against gender stereotypes and a lack of media support that labeled them a losing team. Nike wanted to create an anthem that reimagined what victory means for women.

When I received the brief, I felt an immediate connection with the athletes. Their struggles reflected so many moments in my own career, working in a male-dominated space, proving myself again and again, always aware that someone was waiting for me to make a mistake just to say, “See? You’re not that good.”

That pressure, that constant need to defend our place, became the emotional core of this project. I didn’t want to create just a commercial.
I wanted to create a statement. A message to every woman who has been told something “isn’t for her.”

I wanted to show the courage and fire of these players, because for women like us, victory isn’t measured by a scoreboard. We play to open spaces, to prove possibilities, to remind others that yes, we can.

And so it was that, in a moment of reflection, I wrote “Lose to win,” which later became “Lose it all. Win it all,” a concept born from a truth that many women share and deeply identify with.

The campaign launched on International Day of the Girl and quickly became a trending topic in Mexico, going viral across social media as hundreds of national outlets shared its message, inspiring women and girls to lose the fear of creating new traditions.