Title: Nike Freestyle
Media agency: MindShare
Media director: James Ledger
Account director: Malcolm Russell
Creative agency: Wieden & Kennedy
Marketing director: Benj Fearn
Media/brand manager: Dan Alder
A series of TV commercials introduced Nike's youth audience to the concept of "freestyle" - a mixture of ball skills and hip-hop. A documentary, Freestyler Face Off, was then made to generate interest before the launch of the Freestyle Face Off Tour, a series of freestyle competitions. Interactive TV ads aired on MTV showing some of the action, allowing viewers to vote on their favourite freestyler. The campaign helped Nike keep its place as the UK's number-one sports brands and, in 2003, it reported record profits.