We did it! Nike was the first in Canada to create a media network in junior level hockey arenas, a very difficult system to get into. We even negotiated placement in “off limit” areas. It was imperative that the messaging developed exclusively for these players matched the exact locations of the corresponding training activity. We created a direct connection and huge impact! We convinced the arenas to allow access to the sacred players’ bench and penalty box to ensure the right training message spoke to them as they entered or exited the ice.Coaches allowed us to place messaging on their locker room play boards to inspire them when strategising as a team pre-practice.The biggest challenge was convincing the reluctant arenas to melt the ice off the regular schedule, paint our creative directly onto the sacred red centre line and re-freeze the rinks! Not an easy task!

The campaign reached all 50,000 elite AAA junior hockey players across Canada, our highly specific target. Stickers and posters were stolen rapidly (always a good sign) and replaced on a regular basis. Unique visitors to niketraining.ca soared by 40%!