When your flagship retail location shuts its doors, digital becomes the focus to ensure you don’t shut out consumers. In order to continue serving Toronto athletes upon the closure of Nike Bloor Street, we repositioned Nike Toronto from a Twitter account supporting customer service to a brand of everyday inspiration.

It started with understanding local culture and what makes Toronto athletes tick. We then developed a new strategy and created content that focused on connecting with the city’s 6 million athletes and their stories; across the sports they play, the gear they care about and the events and launches they want access to.

Even without a bricks and mortar location to get the latest from Nike, the twitter community became more engaged than ever and tripled in size. With this success, the brand soon rolled out on Instagram where it thrives to this day.