Nike: Hockey Training Site
Links
View Nike Hockey Training SiteView Nike Hockey Training Facebook Page
Note: You must login to your Facebook account first to view
Launch Date
September 2009Award Category
Website / SportsOverview
As part of its goal to migrate all category sites onto the NikeOS platform, which provides a common navigational structure for all Nike properties, Nike turned to digital communications company, Organic, for inspiration. Organic and Nike Canada worked together to launch Niketraining.ca on the new NikeOS platform with a Canada-only hockey training focus based on the Nike SPARQ training programs.Organic created a unique platform that showcases the grit, determination and training regimen necessary for hockey players to better their game and then leveraged engaging campaigns and tactics to support the overall training message. NikeTraining.ca features popular players from both the men’s - Jerome Iginla and Dion Phaneuf – and women’s - Jennifer Botterill and Jayna Hefford – Canadian national teams as they search for gold in the upcoming 2010 Winter Olympics.
The Nike Training site goes beyond being merely a marketing vehicle by positioning itself as a useful resource to establish and improve training regimens for hockey players of all ages and skill levels. To achieve this, Nike Canada created a video channel featuring 29 educational training segments players can use to increase their speed, hand-eye coordination and agility which can be saved and download to an iPod. Organic also integrated a pledge-maker utility within the site allowing hockey players to publicly set goals for themselves or issue challenges to competitors. In addition a Facebook fan page was created where hockey players can view featured weekly training videos and connect with other hockey players.
Organic and Nike Canada leveraged the Nike Training platform to create adrenaline-pumping videos that supported the brand’s overarching training message. Visitors to the site are immediately greeted with the “Force Fate” video that plays on many of the stereotypes associated with Canadians’ love of hockey. Iginla, Phaneuf, Botterill and Hefford include themselves amongst the hockey players who “started skating when they were six weeks old” and “have ice in their veins.” Rather than rely on their country’s hockey heritage, viewers are urged to excel in their sport by training with Nike’s innovative training equipment line to achieve their full potential as an athlete.
Results
The Nike Training site has attracted almost 39,000 unique visitors daily, experienced over 310,000 page views and held viewers’ attention for an average of three and half minutes in the first six weeks that it was launched.The Nike Training site demonstrates the overall goal of elevating the voice of the athlete online and positioning the company as a brand committed to athletic excellence at every level. Organic and Nike Canada have plans to continue to expand and grow the Nike Training platform to support larger integrated campaigns like Force Fate and the soon-to-be released Nike 2010 Olympic campaign to life online.