The answers were to build Markus Naslund of the Vancouver Canucks a 150ft barge to do resistance exercises while floating by the beaches in Vancouver and erect a 75ft crane for the Calgary Flames' captain, Jarome Iginla, to do crunches over the Don Valley Parkway in Toronto. The creation of these new media canvases directly reflected the actual training regimes, helping to further solidify Nike’s message of motivation towards training for the upcoming hockey season.

“Our Fall’05 Hockey/Training campaign generated great energy and achieved its commercial objectives. Footwear products for this initiative were briefed in Canada for a Canadian-relevant campaign that increased our Men's Training shipments almost 20%” Nike Generated wide industry recognition and PR.The campaign won gold at the Canadian Media Innovation Awards.