The media team developed a first-ever Fashion Design Studio on AOL Red for girls to mix and match favourite pieces on a virtual model. If they didn’t know what to wear and when, a digital stylist questionnaire on gurl.com gave situation-specific suggestions. While communicating online, girls could spread the word through Maddie-branded Yahoo! instant messaging environments.To complement the online execution ElleGirl and ellegirl.com featured a first-ever subscriber-only fashion show at Finish Line locations.

The Nike Maddie Collection achieved a sell-through percentage that is three times more than average and the highest percentage in five years. Beyond sales, the ElleGirl fashion shows garnered over 4 million impressions through circulation while over 2 million users have downloaded the Yahoo! Messenger environment.