Nike Hockey - Speedhouse
Canada’s plan for the 2015 World Junior Hockey Championship? Win with speed. Our plan for Nike to celebrate the tournament’s return to Canadian ice for the first time in 3 years was to make the game of hockey faster than ever. Enter Nike Speedhouse. Collaborating with event and media agency partners we turned an abandoned Toronto warehouse into an underground shinny tournament where only the fastest would survive.
— Nike Toronto (@NikeToronto) December 18, 2014
To be invited, you had to impress our scouts. Working with coaches and former player-turned-trainer Gary Roberts, we announced through social media that we were scouring arenas and shinny rinks around the city looking for 24 of the hardest working players. As players turned up their games, our search was broadcast through Nike Toronto’s Twitter account and TSN’s BarDown blog, with selected players revealed through a digital draft.
On game day, after an off-ice training experience, players hit the rink for a 3-on-3 elimination-style tournament in front of celebrity hockey judges. Broadcast through real-time content on Nike digital channels, TSN and the participants’ social feeds, the winning team and the players who caught the eyes our panel, earned the ultimate prize – a 100th anniversary Team Canada jersey and tickets to the Canada-Russia Gold Medal Game.
To connect consumers with Team Canada’s chase for gold, real-time content was published after every victory, highlighting the players and moments where speed made the difference.