Summary
- Campaign: Barge Resistance
- Product: Nike Performance Apparel and Footwear
- Target Audience: Hockey fans and athletes
- Location: Vancouver, Canada
- Goal: Demonstrate the strength and endurance required of hockey players through a visually striking and unconventional outdoor campaign
Nike Turns Vancouver Harbour into a Hockey Gym
In a bold move to highlight the intense physical demands of hockey, Nike created a unique outdoor campaign during the NHL lockout. The campaign, titled “Barge Resistance,” took place in Vancouver, Canada, and featured NHL star Markus Naslund as its centerpiece.
To emphasize the grueling nature of hockey, Nike devised an extraordinary training regimen for Naslund. A billboard featuring Naslund was harnessed to a tugboat and pulled through Vancouver Harbour, simulating the physical exertion of a hockey game.
The tagline “Ready for your :45 seconds” was prominently displayed alongside images of Naslund’s heroic feat.
This unconventional outdoor campaign generated significant buzz and media attention. By showcasing a professional athlete pushing his physical limits in such a dramatic and unexpected setting, Nike effectively communicated the core message of the campaign: hockey players are incredibly strong and resilient athletes who require top-tier performance gear to excel.
