NIKE TOMA el JUEGO - world finals

Client: Nike

Agency: TAIT

Role: Local Consultant, Artist & Athlete Relations Director

Nike TOMA el Juego is Nike’s international 3v3 street football tournament, bringing together young players from across the world to celebrate football, creativity, and street culture. The event featured 12 countries completing with international football legends and 10 concerts mixed in-between each division final all while being live streamed on Amazon Music.

• Advanced and managed all artist hospitality and technical rider requirements for Nike’s one-day event, including dressing room builds for artists and athletes, transportation logistics, and coordination with show producers to keep talent movements aligned with the live broadcast schedule.

• Led the on-site execution of a 20+ person talent operations team, overseeing all artist and athlete movements while creating and managing individualized production schedules for each guest.

• Partnered closely with show runners to ensure talent was in place for all live stream appearances, media interviews, and programmed moments throughout the event.

• Served as the local Mexico City production consultant, advising the agency on venue operations, production logistics, staffing, vendor sourcing, and local best practices.

• Supported financial operations by coordinating vendor payments and ensuring contracts, invoicing, and tax documentation complied with both U.S. and Mexican requirements.