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NIKE

Nike is still seen by some as a relative newcomer to hockey. So demonstrating an understanding of today's game is crucial to achieving the company's goal: acceptance as part of hockey's culture.

Since NHL rules were recently adjusted in favour of a more attacking style of play during shorter shifts, Nike used this opportunity as a platform to introduce its new line of hockey training equipment. The message is that if 45 seconds is all you have to make your mark, you'd better be prepared for it, stretching yourself long before you ever get on the ice.

The training story campaign stars two NHL players: Jarome Iginla of the Calgary Flames and Markus Naslund of the Vancouver Canucks. Both personify intensity and the rivalry that is its natural extension. What better way to show the kind of training that helps Iginla make the most of his 45 seconds than a 45-second TV spot? Similarly, Taxi's use of outdoor showed how determined athletes can find a training opp just about anywhere. Each player's home city was used as the arena for athletic feats.

In-store and online executions built on the idea. Taxi developed brand standards that were embraced by other partners, including Nike's Web development company and its own POS production group. The media campaign drove players to a Web site which prepped them on getting ready for their own "45". Visitors could work their way through tips, drills and videos from NHL trainers. And when the inspired players went to sports stores across the country, they saw in-store messaging that neatly closed the loop.

Results were not available for publication.

TELEVISION

Puck Dodge

PRINT

Balance Board	Resistance
Mall Resistance	Leg Press
Jarome Crane	Markus Wall Cling
Leg Lift Banner	Leg Lift
City Resistance	Jarome Wall Cling
Barge Resistance	Flip Book
Crunch Decal