Nike Canada Force Fate for Ice Hockey

Nike Canada, one of the official providers for the Vancouver 2010 Winter Olympics, is focusing its advertising on the concept of forcing fate, encouraging Canadian athletes to work hard towards their goals of success. Nike Canada is the official supplier of “high performance sporting goods” for the Games including the jerseys for the hockey teams. The campaign is online at www.NikeTraining.ca, Facebook and Twitter, and includes a television commercials, Dangle’s Angle YouTube videos and Tweets, and range of applications and online advertisements challenging the Canadian athletes and fans to force fate.

Nike Force Fate Destiny commercial


Steve Dangle - Dangle's Angle

Jarome Iginla, Jayna Hefford, Jordan Eberle, Jillian Apps and Dion Phaneuf training and explaining that it was hard work, not “destiny,” that brought success. “Destiny has never won an Olympic gold medal. Will you rely on destiny or will you FORCE FATE?”

Click on the image below to play the video in YouTube (HD)

Click on the image below to play the video in YouTube (HD)

Click on the image below to play Dangle’s Angle on the Jersey in YouTube (HD)

The Nike Training Facebook Page offers Canadian ice hockey supporters three apps to upload their support. The Fate Photo app allows users to integrate their photograph with a Canadian uniform to use on their profile. Podium Props gives fans an opportunity to have their message of support projected on the wall of the Vancouver Sears building. The video generator provides fans with a chance to create their own support film in response to messages from Jarome Iginla and Gillian Apps.

Nike Force Fate Video Generator

Nike Force Fate Podium Props

Nike Force Fate Photo

Nike Force Fate advertisement

Nike Force Fate advertisement

Nike Force Fate advertisement

Nike Force Fate advertisement

Nike Force Fate advertisement

Nike Force Fate advertisement

Nike Force Fate advertisement

Credits

The Force Fate campaign was developed at Wieden+Kennedy. The Nike Training site was developed by Organic, initially for the World Juniors and then again for the Vancouver 2010 Winter Olympics.