Sport Chek adds TBWA\Chiat\Day New York to Agency Roster

Disruption is at the core of Canadian retailer and global marketing agency partnership

TORONTO, Dec. 2, 2015 /CNW/ - Sport Chek (@SportChek), Canada's most innovative sports retailer and disruptive brand, announced today TBWA\Chiat\Day's (@TBWAChiatNY) New York office has been named their lead strategic and creative agency.

"As the retail landscape continues to shift, our marketing needs are evolving," said Chad McKinnon, Chief Operating Officer, FGL Sports, "TBWA's breakthrough work will continue to bring leading-edge marketing innovations to the Sport Chek brand."

Representing some of the world's biggest and best brands, TBWA\Chiat\Day specializes in disruption and identifying trends as they happen. They will bring global creative and strategic resources to Sport Chek campaigns with a focus on sport-led digital content.

"We have a very strong vision for our brand and where we want to take it," said Frederick Lecoq, Senior Vice-President of Marketing and eCommerce, FGL Sports, "The Sport Chek brand journey aligns with the TBWA mind-set which made them a natural fit as a partner in our digital transformation."

"Sport Chek is more than a sporting goods store – they are an innovative retailer, and an enabler and partner to all kinds of athletes," said Rob Schwartz, Chief Executive Officer, TBWA\Chiat\Day NY. "We are thrilled to be working with them to help to expand the brand and further disrupt the sports retail space."

"Sport Chek is a truly impressive brand and business," said Troy Ruhanen, Chief Executive Officer, TBWA Worldwide. "They are growing like wildfire, which gives us a springboard to tell their story, and also challenges us to capitalize and build on their current momentum. With our New York team at the helm and support from our Toronto office, we look forward to delivering disruptive work and finding more white space for the brand and business to continue to grow."

This last year has been notable for Sport Chek having recently opened two flagship stores in the Greater Toronto Area, and a digital concept store in Toronto's sports mecca – Maple Leaf Square – complete with a first-of-its-kind TSN broadcast studio. The retailer also has won numerous industry awards and received international accolades including Gold for 'best e-commerce campaign' for its Social Flyer at the Festival of Media Global Awards in Rome, Italy.

The win marks the 16th piece of new business awarded to TBWA in the U.S. in the last 14 months, an unprecedented streak that includes new clients Airbnb, GoDaddy, Netflix, Miller Lite, Twitter, and Thomson Reuters among others.

TBWA's first work for Sport Chek will focus on the basketball campaign and it will appear in the market in early 2016.  

About FGL Sports

FGL Sports Ltd. is Canada's largest national retailer of sporting goods, offering a comprehensive assortment of brand-name and private-brand products and operating more than 400 stores from coast to coast, under the following corporate and franchise banners: Sport Chek, Sports Experts, Atmosphere, National Sports, Intersport, Nevada Bob's Golf, Hockey Experts, Pro-Hockey Life, Sports Rousseau and L'entrepôt du Hockey. FGL Sports also has websites for several of its corporate and franchise banners which can be accessed through its main website at

About TBWA\Chiat\Day New York:

TBWA\Chiat\Day is a part of the TBWA Worldwide network (, a top ten ranked global advertising network that holds Disruption® at its core to develop business-changing ideas for the brands it works with. TBWA has 11,100 employees across 323 offices in 97 countries and also includes brands such as AUDITOIRE, BEING, Digital Arts Network (DAN), eg+ worldwide, The Integer Group®, TBWA\Media Arts Lab and TBWA\WorldHealth. TBWA's global clients include Accenture, adidas, Apple, Energizer, Gatorade, GoDaddy, Henkel, McDonald's, Michelin, Nissan, Pernod Ricard, Pfizer, Standard Chartered Bank, Singapore Airlines, Sotheby's and Vichy. Follow TBWA on Twitter and Instagram and like us on Facebook.

About Omnicom Group Inc.

Omnicom Group Inc. (NYSE: OMC) ( is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

SOURCE FGL Sports Ltd.

For further information: Maria de Romana,, 403-689-7201; Jenna Hollmeyer,, 212-804-1058


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