Nike series seeks Canuck caster

Toronto-based TV prodco Chokolat, a division of ad agency Taxi, is looking for a Canadian broadcaster to pick up 4x30 series Full Ride. The series is sponsored by Nike and produced for ESPN. Full Ride follows six U.S. high school seniors through the football recruitment process, from a camp attended by more than 200 college coaches and scouts to the final decision as to who will get a 'full ride' scholarship.

Toronto-based TV prodco Chokolat, a division of ad agency Taxi, is looking for a Canadian broadcaster to pick up 4×30 series Full Ride. The series is sponsored by Nike and produced for ESPN. Full Ride follows six U.S. high school seniors through the football recruitment process, from a camp attended by more than 200 college coaches and scouts to the final decision as to who will get a ‘full ride’ scholarship.

‘This is real human drama,’ says Jeff Spriet, president of Chokolat and exec producer of the series. ‘We followed these kids from their hometowns and met their families and coaches.’ Spriet explains that in the U.S., Full Ride debuted last month, and was slated to air 10 more times.

For Nike, that’s a lot of brand exposure. The football camp meets annually to test the best of the best. There are 12 camps throughout the U.S., with 400 to 500 participants each. The kids featured are outfitted in full Nike gear and, according to Chokolat, the series has a Friday Night Lights meets Hoop Dreams feel.

‘A series like this one is all about finding alternatives to tell the [brand] story,’ says Spriet. ‘There are a lot of properties out there that are looking at events and yet not leveraging the TV aspect. This works because you have a partnership between a brand, a production company and a broadcaster.’

He says Chokolat is currently firming up event-based TV shows for an ‘international distilled spirits company, as well as a Canadian network prime time show.’ Full Ride targets 12-24s with a male skew.