Nike
2010 Olympics & Dangle’s Angle
In the lead-up to the 2010 Vancouver Olympics, Nike Canada faced a unique challenge: connect with “Hockey-Obsessed Teens” (HOTs)—elite young athletes who lived at the rink, had little downtime, and limited access to emerging social platforms. With no official Olympic sponsorship, Nike still had visibility via its logo on Team Canada’s hockey jerseys and podium apparel.
To bridge the gap between the brand and its elusive audience, we identified Steve Dangle—a passionate, then-unknown Leafs fan posting raw, energetic rants on YouTube. His authentic voice resonated with the hockey subculture. By enlisting Dangle, Nike connected with HOTs on their terms, in their tone.
As Nike Canada’s social strategist, I launched their presence on YouTube, Facebook, and Twitter, introducing the brand to social media and creator partnerships before influencer marketing was even defined. This early strategy laid the groundwork for Nike’s digital voice in Canada.
