Nike Road to Boom Hockey

Nike Canada is running “Road to Boom”, an advertising campaign documenting the journey of Tampa Bay Lighting center Steven Stamkos, from his formative years and intensive off-season training, to his extraordinary 50-goal NFL season. Three documentaries, screened on Nike’s Road to Boom site, are being released as the 2010 NHL season progresses.

Nike Road to Boom site

Moment 1 focuses on Stamkos’ childhood dreams of playing hockey and his current training regime as he works out with former team mate Gary Roberts.

In Moment 2 Stamkos works with former team mate Gary Roberts to take his game to the next level and prepare for combat.

In 09-10 Steven Stamkos tied for the league lead with 51 goals. This season he’s out to show it was no accident.


The Road to Boom campaign was developed at Wieden + Kennedy, New York, by creative director Derek Barnes, head of production Gary Krieg, broadcast producer Jesse Wann, art director Kurt Lenard, copywriter Nick Sonderup.

Filming was shot by Nonfiction Unlimited documentary director Sean Dunne via Suneeva, Toronto with Nonfiction executive producer Loretta Jeneski. Sean Dunne is a documentary director known for his character driven web and film festival shorts including “The Archive”, a Sundance 2009 film that received over a million hits on line, “Man in a Van” and “The Bowler.”

Editor was Andrew Robertson at Joint Editorial, New York and Portland, with post producer Sascha Hirschfeld.