The creative strategy was to create a viral video that captured the essence (emotionally and physically) of P-Rod's ideal day skating with friends in Los Angeles. Because Paul is a huge old school hip-hop fan, Ice Cube's classic track 'Today Was a Good Day' made for a perfect soundtrack to Paul's sun-up to sun-down skate odyssey. Inspired by Ice Cube's track and the original music video, we set out to create the skater's version complete with an unexpected twist of fate at the end featuring the legendary Ice Cube. The video also features appearances from other skate and Los Angeles icons including: Lance Mountain, Theodis Beasley, Eric Koston and Kobe Bryant. The aesthetic of the video was also extended to print and retail campaigns.

The results are off the chart:• The video was the number one tweeted brand video for the months of July and August.

• Over 5 million YouTube views of the video/ad/behind-the-scenes footage.• Nike Skateboarding's youtube.com channel launched in conjunction with this campaign and is now the #12 all-time subscribed to channel.• #18 top rated sports video on you-tube of all-time 6,900 ratings average five-star ratings.

• The Shoe sold out in less than 30 days