Sport Chek's Integrated Campaign Features Inspirational Journey to the
Podium for Canadian Athletes
#whatittakes Weaves New TV Creative, Digital, Out-of-home, In-Store, PR,
Sponsorship into Largest Single Campaign in Sport Chek Brand's
CALGARY, Jan. 23, 2014 /CNW/ - With just under one month until the start
of the Sochi 2014 Olympic Winter Games, Premier National Partner of the
Canadian Olympic Team, Sport Chek is blitzing the marketplace with its
#whatittakes campaign. A fully integrated marketing campaign,
#whatittakes celebrates the very best of Canada's high performance
athletes and their journey to the podium.
"At Sport Chek, we want to inspire Canadians to live a healthy, active
lifestyle and there is no better source of inspiration than the stories
of our Canadian Olympic athletes and their journey to the podium," says
Frederick Lecoq, VP Marketing of FGL Sports. "With the 2014 Olympic
Winter Games just under three weeks away, Canadians are starting to get
geared up for Sochi and are looking to get immersed in the storylines
of the upcoming Games. This campaign features great behind-the-scenes
digital content that we are running on our social channels so Canadians
can really get to know what makes these athletes succeed."
The #whatittakes platform thematic and creative was developed by Sid Lee
Toronto, Sport Chek's ongoing agency partner. The current TV creative
debuted over the holidays during the broadcast of IIHF World Junior
Hockey Championship. With a focus on the individual athletes training
for their sport, the ads spotlight the hard work and discipline
required by each athlete as they chase their dreams to the podium. The
spot also features Sport Chek athletes Mark McMorris -world-renowned
Snowboarder and Sidney Crosby - NHL Superstar. The 60 second anthem TV
spot was directed by Canadian Mark Zibert, who has directed global
campaigns for Nike and adidas.
As the Games quickly approach, the #whatittakes campaign will be
featured through the Sport Chek social channels - Facebook, Instagram,
Twitter and YouTube. Exclusive content showcasing the athletes both at
home and while at the Games will be featured. Sport Chek will be
utilizing their YouTube channel to drive sales with 'shoppable YouTube
links'. A first in Canada, consumers will be able to click through the
video they are watching on YouTube to buy products that are featured
within the ad.
As Canada's largest sporting goods retailer, Sport Chek's ongoing
mission is to inspire Canadians to 'find their better'. To reach that
goal, Sport Chek has leveraged the greatest sporting stage in the world
in combination with the country's top athletes to share their stories
in an effort to inspire a nation and to show 'what it takes' to compete
at the highest level.
Athletes highlighted in the campaign were chosen from a cross section of
Olympic winter sports. Selected as a celebration of what it takes to
become an Olympian, Sport Chek authentically portrayed the
determination and passion that lives within each Olympic athlete.
Sport Chek spent countless hours working directly with each athlete to
ensure that their journey was accurately portrayed through the various
media channels. These athletes include:
Sidney Crosby - International hockey superstar, Sidney is the captain of
the Pittsburgh Penguins and was just appointed as captain for the
Canadian Olympic men's hockey team.
Steven Stamkos - National Hockey League all-star, Steven is currently
playing for the Tampa Bay Lightning and acting as the alternate
Mark McMorris - World-renowned snowboarder excelling in slopestyle and big air events. He is the 2013 Winter X Games Slopestyle titleholder and will
be making his Olympic debut in Sochi.
Chris Del Bosco - Elite ski cross athlete, Chris holds an unparalleled
record, finding a spot on the podium 50% of the time. Chris is the
reigning FIS World Champion and X Games champion in ski cross.
Erik Guay - World Cup alpine ski racer and holds the World Cup season
title in Super G in 2010 and downhill world champion in 2011. Erik
holds 21 World Cup podiums through the end of the 2013 season.
Charles Hamelin - Three-time Olympic medallist in short track speed
skating and also holds a two-time world champion title. Charles
captured two golds and one silver during the 2006 and 2010 Winter
Kaillie Humphries - Driver of a women's Olympic bobsledding team,
Humphries is the reigning Olympic champion at the 2010 Winter Olympics
and reigning overall World Cup champion.
Meaghan Mikkelson - Respected member of the Canadian women's national
ice hockey team. Mikkelson captured a gold medal during the 2010
Olympic Winter Games.
Jon Montgomery - Captured Canadian hearts during the 2010 Winter Olympic
games where he raced for the gold medal in the men's skeleton.
Maëlle Ricker - Canadian snowboarder who won the gold medal in the
women's snowboard cross event at the 2010 Winter Olympics in
Vancouver. She became the first Canadian woman to win a gold medal on
home soil at the Olympics.
Capitalizing on the fact these will be the most social games in Olympic
history, Sport Chek has rewritten the playbook and created new digital
and social properties to keep Canadians engaged throughout the games.
Through a comprehensive media plan that includes broadcast, digital,
and print, complimented with behind-the-scenes content, product
sponsorships, customer contesting, and employee engagement efforts,
Sport Chek created the single largest marketing campaign in the
The success of the #whatittakes campaign was a result of the integrated
partnerships between FGL Sports and their agency partners, including
Sid Lee (Creative), Touche! (Media Buy) and North Strategic (PR). The
TV spots were produced by Sons and Daughters, with Apollo Studios
designing the sound and the music chosen is an exclusive unreleased
track from up-and-coming French artist Woodkid.
For more information on the #whatitakes campaign, please visit: www.sportchek.ca/whatittakes
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, the Tech Shop, Pro-Hockey Life and S3. FGL Sports also
has websites for several of its corporate and franchise banners which
can be accessed through its main website at www.FGLSports.com.
SOURCE: FGL Sports Ltd.
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