— PROJECT NAME

Nike Training

— AGENCY

Organic Inc.

—ROLE

ACD/Copywriter

Own the work. Own the game.

The Insight: Hockey culture isn’t defined by what you use. It’s defined by how hard you’re willing to work.

The Idea: Shift Nike’s role from equipment manufacturer (they stopped making hockey gear in 2009) to training authority. We wanted to own everything that happens before the puck drops.

What We Built: A digital training system designed for those willing to put in the work:

• – 90+ pro-level video drills from Gary Roberts
• – structured program athletes could follow and push through
• – A national search for “The One” to fuel competition and participation

Social, paid, and content channels worked together to drive athletes into the system—and keep them coming back.

The Result: Nike became the brand behind the effort, powering the part of the game most people never see.