|By PR Newswire||
|January 23, 2014 10:16 AM EST||
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 History
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 captain.
- 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 Olympics.
- 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 company's history.
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.
While some vendors scramble to create and sell you a fancy solution for monitoring your spanking new Amazon Lambdas, hear how you can do it on the cheap using just built-in Java APIs yourself. By exploiting a little-known fact that Lambdas aren’t exactly single threaded, you can effectively identify hot spots in your serverless code. In his session at 20th Cloud Expo, David Martin, Principal Product Owner at CA Technologies, will give a live demonstration and code walkthrough, showing how to o...
Apr. 30, 2017 12:15 PM EDT Reads: 858
The explosion of new web/cloud/IoT-based applications and the data they generate are transforming our world right before our eyes. In this rush to adopt these new technologies, organizations are often ignoring fundamental questions concerning who owns the data and failing to ask for permission to conduct invasive surveillance of their customers. Organizations that are not transparent about how their systems gather data telemetry without offering shared data ownership risk product rejection, regu...
Apr. 30, 2017 12:00 PM EDT Reads: 1,915
In his keynote at 19th Cloud Expo, Sheng Liang, co-founder and CEO of Rancher Labs, discussed the technological advances and new business opportunities created by the rapid adoption of containers. With the success of Amazon Web Services (AWS) and various open source technologies used to build private clouds, cloud computing has become an essential component of IT strategy. However, users continue to face challenges in implementing clouds, as older technologies evolve and newer ones like Docker c...
Apr. 30, 2017 12:00 PM EDT Reads: 1,369
SYS-CON Events announced today that Hitachi, the leading provider the Internet of Things and Digital Transformation, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Hitachi Data Systems, a wholly owned subsidiary of Hitachi, Ltd., offers an integrated portfolio of services and solutions that enable digital transformation through enhanced data management, governance, mobility and analytics. We help globa...
Apr. 30, 2017 12:00 PM EDT Reads: 1,630
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
Apr. 30, 2017 11:30 AM EDT Reads: 2,433
Cloud Expo, Inc. has announced today that Aruna Ravichandran, vice president of DevOps Product and Solutions Marketing at CA Technologies, has been named co-conference chair of DevOps at Cloud Expo 2017. The @DevOpsSummit at Cloud Expo New York will take place on June 6-8, 2017, at the Javits Center in New York City, New York, and @DevOpsSummit at Cloud Expo Silicon Valley will take place Oct. 31-Nov. 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Apr. 30, 2017 11:30 AM EDT Reads: 2,907
@DevOpsSummit at Cloud taking place June 6-8, 2017, at Javits Center, New York City, is co-located with the 20th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long developm...
Apr. 30, 2017 10:15 AM EDT Reads: 2,573
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...
Apr. 30, 2017 10:00 AM EDT Reads: 1,717
Translating agile methodology into real-world best practices within the modern software factory has driven widespread DevOps adoption, yet much work remains to expand workflows and tooling across the enterprise. As models evolve from pockets of experimentation into wholescale organizational reinvention, practitioners find themselves challenged to incorporate the culture and architecture necessary to support DevOps at scale. In his session at @DevOpsSummit at 20th Cloud Expo, Anand Akela, Senior...
Apr. 30, 2017 10:00 AM EDT Reads: 2,054
SYS-CON Events announced today that Juniper Networks (NYSE: JNPR), an industry leader in automated, scalable and secure networks, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Juniper Networks challenges the status quo with products, solutions and services that transform the economics of networking. The company co-innovates with customers and partners to deliver automated, scalable and secure network...
Apr. 30, 2017 09:45 AM EDT Reads: 1,855
SYS-CON Events announced today that Progress, a global leader in application development, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Enterprises today are rapidly adopting the cloud, while continuing to retain business-critical/sensitive data inside the firewall. This is creating two separate data silos – one inside the firewall and the other outside the firewall. Cloud ISVs oft...
Apr. 30, 2017 09:15 AM EDT Reads: 830
Five years ago development was seen as a dead-end career, now it’s anything but – with an explosion in mobile and IoT initiatives increasing the demand for skilled engineers. But apart from having a ready supply of great coders, what constitutes true ‘DevOps Royalty’? It’ll be the ability to craft resilient architectures, supportability, security everywhere across the software lifecycle. In his keynote at @DevOpsSummit at 20th Cloud Expo, Jeffrey Scheaffer, GM and SVP, Continuous Delivery Busine...
Apr. 30, 2017 09:15 AM EDT Reads: 1,443
As pervasive as cloud technology is -- and as persuasive as the arguments are for using it -- the cloud has its limits. Some companies will always have security concerns about storing data in the cloud and certain high-transaction applications will always be better suited for on-premises storage. Those statements were among the bottom-line takeaways delivered at Cloud Expo this week, a three day, bi-annual event focused on cloud technologies, adoption and associated challenges.
Apr. 30, 2017 09:00 AM EDT Reads: 4,297
Bert Loomis was a visionary. This general session will highlight how Bert Loomis and people like him inspire us to build great things with small inventions. In their general session at 19th Cloud Expo, Harold Hannon, Architect at IBM Bluemix, and Michael O'Neill, Strategic Business Development at Nvidia, discussed the accelerating pace of AI development and how IBM Cloud and NVIDIA are partnering to bring AI capabilities to "every day," on-demand. They also reviewed two "free infrastructure" pr...
Apr. 30, 2017 08:30 AM EDT Reads: 1,835
SYS-CON Events announced today that T-Mobile will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. As America's Un-carrier, T-Mobile US, Inc., is redefining the way consumers and businesses buy wireless services through leading product and service innovation. The Company's advanced nationwide 4G LTE network delivers outstanding wireless experiences to 67.4 million customers who are unwilling to compromise on ...
Apr. 30, 2017 08:15 AM EDT Reads: 1,637