Nike Canada: Hockey’s summer shift

CTVglobemedia's TSN broadcast an eight-game Canada vs. Russia Super Series over two weeks last fall with some of hockey's fastest and most intense next-generation players. Toronto-based Cossette Media took advantage of the excitement to get Thornhill, Ont.-based Nike Canada in the faces of young hockey fans and generate interest in Nike's summer training program.

CTVglobemedia’s TSN broadcast an eight-game Canada vs. Russia Super Series over two weeks last fall with some of hockey’s fastest and most intense next-generation players. Toronto-based Cossette Media took advantage of the excitement to get Thornhill, Ont.-based Nike Canada in the faces of young hockey fans and generate interest in Nike’s summer training program.

Goal

To encourage young hockey players to sign up for Nike’s training regime, The Summer Shift.

Target

Hockey-crazed kids, primarily boys 10 to 16.

Insights and strategy

To get ahead in today’s fast and physical hockey game, players need to train more than their peers, pushing their limits even in the off season to fulfill their true potential on the ice. In order to inspire the next generation, Nike needed to showcase not only how today’s star players train, but how their motivation paid off when it mattered.

The plan

To inject the Nike Summer Shift message into the game broadcasts, the team tapped TSN anchors to throw to a short film created by Portland, Ore.’s Wieden+Kennedy to document the training regimes of Canadian players during each game. The producers wrote intros and outros, inserting the content into their analysis between the first and second periods. The films were also screened at rinks and arenas. The team then took the strategy online to TSN’s broadband player and created a Nike Summer Shift section where young players could watch the training content, along with the live action on the ice.

Results

With Canada sweeping the series, the audience was 39% higher than estimated. And nearly 7,000 kids enrolled at niketraining.ca to build their own training programs.

Credits

Cossette Media: Brock Leeson, media supervisor; Kate Clement, buyer

Nike Canada: Andrew Stewart, brand communications manager

Wieden+Kennedy: Matthew Hernholm, account executive

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