When NikeWomen changed its target from 30-year-old "gym bunnies" to ultra competitive high-school athletes, it needed to connect to them in a relevant way. The Nike Field Reporter was born. Part intern, part journalist, the Nike Field Reporter spoke to teen girls in a familiar voice: their own. In just a few short months, the program became a huge success. Thousands visited the site, downloaded videos, and sampled music tracks. Most importantly, NikeWomen is talking to teen girls in a voice they actually want to hear.