It all started with a Facebook group and, during the crucial Mexico - USA game, Nike took over the stadium and was the only visible brand, relegating the official sponsor to oblivion; bringing fans in branded buses, distributing T-shirts, flags and paraphernalia to support the concept.

A social movement developed by Nike Mexico to bring back attention to the brand and its relationship with the National Soccer Squad, which is officially sponsored by Adidas. It all started with a Facebook group and, during the crucial Mexico v USA game, Nike took over the stadium and was the only visible brand, relegating the official sponsor to oblivion; bringing fans in branded buses, distributing t-shirts, flags and parafernalia to support the concept. Next day, the most important newspapers commented and published on editorials and main pages the winning result with the campaign's language and style. It was the most talked-about campaing of the year in Mexico.