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Nike Recruits NFL Stars to the Gridiron
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For high school football players, the practice field and the weight room are all well and good—but NikeGridiron.com is the only training destination staffed by their favorite NFL stars. Created by R/GA, the rough-and-tumble site aims to inspire the next generation of players by offering digital training tools like instructional videos, position-by-position tips from collegiate coaches and trainers, off-season training schedules and profiles of pro players like Brian Urlacher and Champ Bailey. And to truly catapult these player profiles to the big leagues, R/GA recruited New York-based production company Production 920 and director John Taggart to create short films that explored the pros' hometown roots. "R/GA wanted a documentary style feel for these films, but with higher production values than you normally see for something web-based," says Taggart, who personally directed the Bailey film in which the Denver Broncos cornerback offered a nostalgic tour of his Folkstown, GA stomping grounds. "They needed to be gritty, but also something you could see on broadcast television."