Project Overview

Nike SPARQ Training
Microsite

In hockey-obsessed Canada, teens with the athletic potential to make it to the NHL are small town heroes. Nike wanted to help the hockey stars-in-the-making realize their incredible talent. They knew that by capturing the authentic voice of the young athletes, they’d be simultaneously speaking to Canadian hockey fans.

These hockey teens live and breathe the game. Fellow Canadians at Organic Toronto lived and breathed the game along with them. We learned they already were in intensive training programs, so we came up with something to build on their rigorous regimens, a system that improves the five core areas of athleticism: Speed, Power, Agility,

Reaction, and Quickness. SPARQ.  Master each skill, and become unstoppable on the ice.

Organic Toronto produced videos with hockey pros and coaches to demonstrate drills that increased each skill based on the same training research pro teams use, like hurdle acceleration to improve speed and cone shuffle for sharper reaction. The site showcases the Nike gear needed for training, and drives to a store locator; the ongoing campaign also includes banner ads, email updates and event marketing. The initial SPARQ launch scored big: the banner campaign achieved high interaction and CTR, and within one week, traffic was up 66% and engagement (page views) up 553 percent.