— PROJECT NAME
Nike Training
— AGENCY
Organic
— ROLE
Associate Creative Director/Copywriter
Nike stopped selling hockey gear – skates, sticks and pads – in 2009. In 2010, our problem was how to keep the Swoosh relevant in a country that is obsessed with what happens on the ice? Well, we focussed on what happens off the ice. Training and the gear needed for it became the entry point. Nike wanted to be the #1 source of inspiration for the hockey obsessed teen.
Be The One/ The Program
"The Program" was Nike Training's most ambitious and wide-ranging digital program ever. More than 90 annotated YouTube exercises – designed by hockey legend and training guru Gary Roberts – constituted a professional-level training program that any player with the will and determination could take on. We created the videos and supported the campaign with a search for ‘The One’ – the fittest young player in Canada. Twitter, Facebook, paid media, blogs and additional Youtube videos all drove traffic back to the Nike Training website.
Nike Training Home Page
The Program Pillar Launch Page
Nike Training Facebook
Nike Training Twitter Feed
Nike Training YouTube – With 90+ Training Exercises
Training Results Data Visualization Dashboard
World Juniors 'Red vs White'
The World Junior Hockey Championships is a Canadian Christmas holiday tradition. But that week is just the icing on the cake. The real work starts 5 months earlier. We took fans to the Team Canada training camp held in August and let them experience it in multiple ways. YouTube, Facebook and Twitter all played a role as we showed fans what kind of commitment it takes and gave them a chance to go to the actual WJC’s in Buffalo. Engagement was huge with visits to Niketraining.ca more than doubling and the Nike Training YouTube channel becoming the #1 most subscribed in the country.
Nike World Juniors Case Study
Steve Dangle interviews Brayden Schenn
Facebook Contest
