The line where media, content and communication begin and end disappeared. Consumers saw Nike as billboard sculptors, as content they watched on TV, content they’d downloaded from a poster. Audiences became Nike’s publishers on mobile and the web. Nike Free and Nike Air billboard became the ad itself and was then adopted as the point of sale. Editors became active brand endorsers as Nike Pro ads fused to become their magazines’ front covers.

In Spain in 2005, Nike created seven communication firsts. Uniquely redefined use of media on at least five occasions. Its audience actively engaged in the communication and in passing it on. Nike’s use of media has rewarded its most passionate audience. They’ve rewarded Nike in Spain with a record year.