“Holy Crap.” That was literally what the brief said when handed down by Nike 6.0 Extreme Sports Group to Hub Strategy for their initial project together. Nike was going to be participating in the Dew Action Sports Tour and wanted Hub to help them to create a presence that was “impossible to ignore and sure to create a camera-phone viral response.”

Mission accomplished. The team from Hub designed a mobile action-sports urban assault vehicle. The vehicle is actually a converted 1959 amphibious tank-like truck that has been outfitted with a skate ramp, wakeboard tower, surf racks, skateboard rails and BMX racks — as well as creature comforts such as a barbeque, sleep-in camper shell, a waterproof CD player, radio and remote control iPod.

Guerilla marketing makes me happy – and this is certainly a great way to build the Nike brand in the extreme sports world. Nice work, Hub/Nike.  I hope to see it in Baltimore at some point!

Garret Ohm
http://www.orange-element.com

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