Nike has emerged as a contender in the hyper-competitive hockey market. The brand has been positioned as a proponent of offensive hockey and decided to offer an invitation to hockey-crazy kids to celebrate the skill and creativity of the game. Tapping NHL superstars Ilya Kovalchuk and Markus Naslund, Nike launched a campaign to push the envelope and inject youthful energy into the game.Throughout the campaign, there was a strong call to action with the strategic placement of the URL, NikeHockey.ca, throughout all communication pieces. Therefore, it was important to build a site that would integrate and extend the brand interaction with consumers online.But it didn't end there. The site, in turn, motivated kids to join the 'revolution' and to go offline to participate in the Nike Breakaway Challenge. Here, participants were exposed to Nike gear and had their breakaway moves videotaped. The videos were then uploaded to the site for users to vote on, and/or virally send to friends. Winners won Nike prizes and top videos were featured with special commentary by hockey analyst Jacques Demers.Participants could also download a collector Nike screensaver (that dynamically inserted their breakaway video into the creative) as proof of their participation.