Tim Canfield

Tim Canfield is a spokesperson for Nike, but not in the way he might have imagined. This former competitive athlete (a pole vaulter) spent his 20s and early 30s in international amateur athletics, earning money as a freelance film and video producer in his hometown of Portland, Ore.

When Nike came knocking on his door in 1996, though, it wasn't to call on the athlete – it was to call on his background in telecommunications and broadcast media.

While competing at the University of Oregon, Canfield earned a bachelor's degree in telecommunications and film with an emphasis in mass communication theory. Today, he's communicating to the masses as Nike's production director for Project X, the sporting goods company's digital media network.

Project X is the code name for Nike's in-store dynamic signage program, including networked displays and in-store TV, that is being implemented in NikeTown stores.

When he's not creating relevant and timely media as a tool to connect Nike shoppers and products, Canfield is harvesting hazelnuts on the 27-acre farm he bought from his father.

He will demonstrate the in-store excitement of Project X at VM+SD's International Retail Design Conference in Miami Beach, Sept. 17-19, 2003, during his session, “Retail's Big TV Show: Video Integration.” For more information or to register, visit www.irdconline.com.

Describe what you do for Nike, in 10 words or less.

I manage content and technology development for media at retail.

Solving the content model. Being relevant, being timely and putting display devices where a connection between the message and the product can be made.

The Cartwrights of “Bonanza.” It looked like a great place to live, and everybody would love to have a brother like Hoss.

Video technology is most successful when you have a story to tell and are able to tell it in a visually impactful format – in a relatively short time frame. You really have only one chance to make a first impression and catch customers' attention with your message or they are on to something else. If the content adds to their shopping experience and helps them connect with your brand in a deeper way, it's successful.

During a high school summer, on a visit to family friends in Southern California, I made flower bouquets. We surfed every morning, then rode our mopeds to a warehouse. We'd line up and walk around a table piled high with different types of flowers. Each circle around the table produced one bouquet. Here was this quiet procession of sunburnt surfers and migrant workers going around and around making bouquets. We'd do that for three hours, get paid in cash and head back to the beach. It was a good summer for a 17-year-old.

Tiger Woods. I saw him do a golf demonstration and his skill level was even more spectacular to see in person. Also, his performance under incredible pressure over time has been amazing. He's a clear example of how a focused work ethic and unbridled determination can pay off with success.

Tend grapes and hazelnuts on my farm – or be at the beach, or skiing, or traveling or spending time with family. However, ask me in 30 years and I may have an entirely different point of view.