Once television had created a culture of mimicry we offered the chance to reach the Nike Final Face Off-the ultimate Freestyle competition on MTV. Nine spots told the story. The first three drove attendance at seven Freestyle Face Off events where kids showed off their moves. The promise of fame through TV generated 30,000 attendees. Four finalists entered the Final Face Off, showing their moves in their own film on MTV. Viewers voted for the best moves via SMS and at mtv.co.uk. Each film was interactive with a unique four way split screen. Voters received a personalised text from the finalist.

Three million experiencing the story, 270,000 documentary viewers, 200,000 ITV viewers, over 24 hours of TV programming aired (free), 30,000 retail visits, 30,000 freestylers, 200,000 ITV viewers, 20,000 votes, one king. Nike remains the number one sports brand among urban youths.