© 2013 Muñoz Agency. All rights reserved.


OVERVIEW – The National Football League’s youth campaign, PLAY 60, encourages children to get outside and be active for 60 minutes a day in order to reverse childhood obesity. Since it’s inception in 2007, the NFL has dedicated more than 250 million dollars towards youth fitness.


CHALLENGE – The National Football League has successfully developed a strong brand and clearly communicates the mission of the PLAY 60 program, however they have struggled to reach the Hispanic consumer. The Hispanic demographic is the fastest growing ethnic group in the United States and it is essential for the NFL to capture their fan loyalty at a young age.


SOLUTION – Muñoz Agency utilized their expertise in developing events and partnered with the NFL to create PLAY 60 Character Camps in select NFL markets. These two-day events are designed to have our team come along side an NFL club and reach the Hispanic youth in their market. The camps occurred in 6 pilot cities in 2012 and then grew to 14 cities in 2013. During the camp, the youth learn about football techniques, fitness tips, and character traits. These grass roots efforts have made a huge impact in these communities and are creating a lot of momentum for a broader movement.


Program Design

Program Development

Event Planning

Event Management

Event Photography

Sponsorship Management