Some say 'speed kills', but Nike and UMCA proved it's true.  Hundreds of teens with hopes of being the fastest in LA had their hopes die in less than 5 seconds!  Nike searched the city for the fastest teens through open calls to run 40 yard dashes and had the finalists compete at USC before a crowd of over 5,000 spectators.  The Nike Speed Showdown was the featured attraction following a
day that included 7-on-7 football as well as a basketball, soccer and baseball clinic.  In between heats, spectators had a chance to test their

speed in soccer kicks, football tosses and baseball throws.  After the Fastest Girl and Boy was crowned, the spectators were treated to a live performance by Ludacris.  His DTP crew helped Luda rock the crowd and celebrate LA's Nike Speed Showdown as well as acknowledge some Boys and Girls Clubs members from local chapters.  UMCA executed the street team marketing, employed mobile marketing in the form of a candy apple red Corvette, developed the creative/collateral and produced the Nike Speed Showdown live event.