Our message, 'Degree kicks-in in the clutch' perfectly reflected the motivation of the Ironman athletes as they 'kicked-in' to complete one of the world’s most challenging endurance events. The creative played up this never-say-die attitude, including a one hour special on NBC that showcased the passion and fortitude of three athletes striving to finish the Ironman World Championship race and branded 'Degree of Difficulty' sections of the course to encourage athletes through the toughest race challenges.

Degree’s soft solid for men, re-launched as an Ironman sub-brand, increased its share of the segment by 8% versus the previous year. Show ratings surpassed NBC’s expectations, 140 Degree team members participated in over 800 races, PR yielded 136 million impressions, and the website received over 29 million impressions.