In the spring of 2005, Nike continued to build its relationship with hockey-crazed kids in Canada and the USA with the “You’ve Been Summoned” campaign. The campaign was highly targeted, and featured offline advertising in over 200 rinks across the continent. The website was positioned as the hub of the campaign. As such, it needed to integrate the overall offline campaign message, while maintaining a long-term presence for the brand. Henderson Bas developed an innovative and unique site that pushed the limits of Flash technology for a truly remarkable brand experience.