NIKE LUCHA LIBRE

For this Nike project, we took over Arena México and built an experience around one of the most iconic codes of Mexican culture: lucha libre. The event was divided into rudos vs. técnicos, with custom masks, foam hands, themed props and a “Mercado de Sabores” inspired by Mexican lotería. Each shoe was represented as its own wrestler, and my role focused on creating the custom lettering for every character, helping translate Nike’s visual language into something that felt local, playful and unmistakably Mexican.