Maintain Nike’s position as the number one sports brand amongst urban youths. Freestyle encourages teenagers to create their own ‘moves’ by fusing street sport with music. Nike run a series of Freestyle events across the country, where teenagers participate; and compete to be crowned the Freestyle champion. We had to make ‘Freestyle’ a teen phenomenon. Key Insights: Some teens are hungry to prove they’ve got ‘moves’ and get famous for it. Others want to see the action and influence it. We felt television would increase the significance and excitement around Nike Freestyle. It also excels at story telling. The Search For The UK Freestyle King.Make Nike Freestyle a teen phenomenon by creating a platform for story telling and mass participation. Executed in partnership with MTV to exploit every element of the viewer relationship.

Three million experiencing the story, 270,000 documentary viewers, 200,000 ITV viewers, over 24 hours of TV programming aired (free), 30,000 retail visits, 30,000 freestylers, 200,000 ITV viewers, 20,000 votes, one king. Nike remains the number one sports brand among urban youths.

Once television had created a culture of mimicry we offered the chance to reach the Nike Final Face Off-the ultimate Freestyle competition on MTV. Nine spots told the story. The first three drove attendance at seven Freestyle Face Off events where kids showed off their moves. The promise of fame through TV generated 30,000 attendees. Four finalists entered the Final Face Off, showing their moves in their own film on MTV. Viewers voted for the best moves via SMS and at mtv.co.uk. Each film was interactive with a unique four way split screen. Voters received a personalised text from the finalist.

With 20,000 votes cast Abbas Farid took the crown. His coronation was announced instore at Niketown, in a film on MTV and in 45 PR hits. An outdoor campaign was also run in his home town.

To launch the search we had to inspire. In addition to TV advertising we created an advertiser funded programme - Freestyler Face Off - a one hour documentary telling the story of four UK freestylers journey to NYC for a face off of skills and exploding freestyle culture via the insight of hip hop’s biggest stars.