The Gröna Lund theme park is home to the tallest, fastest attraction in the world, The Tilt, which reaches a maximum speed of 110 km/h. Throughout the summer this was the premier attraction and it could be seen from all around Stockholm. The entire area around The Tilt was claimed by Speed, including The Tilt column, billboards, asphalt painting, domination of the queue area and a mega site seen from the roof. Even the staff working had Nike Speed shoes.

The Nike Speed campaign was a successfully mixed media campaign with The Tilt being the jewel in the crown. With its unique placement and with 70% of the 1,200,000 Gröna Lund visitors being youth, it really established relevance in the target group. Also, the sponsorship generated a superb buzz and was a very cost-effective alternative.