Anyone who has ever targeted action sports enthusiasts knows how hard it can be to get their attention. You have to present a pretty tempting offer to lure them away from the adrenaline highs they get riding their surfboards, snowboards and BMX bikes. You also have to appeal to their counterculture sensibilities these are the people, after all, who practically invented the alternative sports genre some 60 years ago. Nike 6.0, the brand's action sports division, in summer 2009 took on the challenge and in the process, gave the pop-up store concept an adrenaline rush of its own. From June 15 to Sept. 20, the brand rented out a historic, 1946 seaside inn in San Clemente, CA, and transformed it into The Motel No Tell—an "energy center" where it delivered branded experiences and more than 50 events that included movie screenings, artist appearances, workshops, yoga classes, skin cancer screenings, athlete parties, barbeques and more. The events were all free and open to the public.