Nike enlisted our team to develop and execute a hyper-local strategy to support the global Always:On campaign. We conceived and rolled out Clutch The Truck – a digitally tricked out four-wheeler personified. Built by athletes, for athletes, he toured Toronto shinny rinks in winter and basketball courts during the NBA Playoffs, turning regular pickup games into epic events and generating over 6.5 million Toronto-based impressions.

This was no ordinary event truck. Music, swag, Nike athletes and giveaways showed up wherever he went. Partnering with local graffiti artists, we designed and released a series of exclusive graphics and icons for on-site product customization.

As part machine, but all attitude, Clutch was given a personality, voice, story and social media channels to share where he’d be and what he’d be up to through #ClutchMoments. This enabled daily engagement in real-time, connecting digital and physical experiences through content focused on his view on sports, Nike gear and the city. By building a loyal digital following focused on engaging content and access he was soon in high demand to show up at rinks and courts all around the GTA and across Canada.