Welcome!

News Feed Item

Sport Chek Debuts #whatittakes Campaign Featuring Canadian Olympic Athletes

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.

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
You want to start your DevOps journey but where do you begin? Do you say DevOps loudly 5 times while looking in the mirror and it suddenly appears? Do you hire someone? Do you upskill your existing team? Here are some tips to help support your DevOps transformation. Conor Delanbanque has been involved with building & scaling teams in the DevOps space globally. He is the Head of DevOps Practice at MThree Consulting, a global technology consultancy. Conor founded the Future of DevOps Thought Leade...
Everyone wants the rainbow - reduced IT costs, scalability, continuity, flexibility, manageability, and innovation. But in order to get to that collaboration rainbow, you need the cloud! In this presentation, we'll cover three areas: First - the rainbow of benefits from cloud collaboration. There are many different reasons why more and more companies and institutions are moving to the cloud. Benefits include: cost savings (reducing on-prem infrastructure, reducing data center foot print, redu...
Founded in 2000, Chetu Inc. is a global provider of customized software development solutions and IT staff augmentation services for software technology providers. By providing clients with unparalleled niche technology expertise and industry experience, Chetu has become the premiere long-term, back-end software development partner for start-ups, SMBs, and Fortune 500 companies. Chetu is headquartered in Plantation, Florida, with thirteen offices throughout the U.S. and abroad.
René Bostic is the Technical VP of the IBM Cloud Unit in North America. Enjoying her career with IBM during the modern millennial technological era, she is an expert in cloud computing, DevOps and emerging cloud technologies such as Blockchain. Her strengths and core competencies include a proven record of accomplishments in consensus building at all levels to assess, plan, and implement enterprise and cloud computing solutions. René is a member of the Society of Women Engineers (SWE) and a m...
In his session at 20th Cloud Expo, Mike Johnston, an infrastructure engineer at Supergiant.io, discussed how to use Kubernetes to set up a SaaS infrastructure for your business. Mike Johnston is an infrastructure engineer at Supergiant.io with over 12 years of experience designing, deploying, and maintaining server and workstation infrastructure at all scales. He has experience with brick and mortar data centers as well as cloud providers like Digital Ocean, Amazon Web Services, and Rackspace. H...
The technologies behind big data and cloud computing are converging quickly, offering businesses new capabilities for fast, easy, wide-ranging access to data. However, to capitalize on the cost-efficiencies and time-to-value opportunities of analytics in the cloud, big data and cloud technologies must be integrated and managed properly. Pythian's Director of Big Data and Data Science, Danil Zburivsky will explore: The main technology components and best practices being deployed to take advantage...
SYS-CON Events announced today that DatacenterDynamics has been named “Media Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY. DatacenterDynamics is a brand of DCD Group, a global B2B media and publishing company that develops products to help senior professionals in the world's most ICT dependent organizations make risk-based infrastructure and capacity decisions.
Most DevOps journeys involve several phases of maturity. Research shows that the inflection point where organizations begin to see maximum value is when they implement tight integration deploying their code to their infrastructure. Success at this level is the last barrier to at-will deployment. Storage, for instance, is more capable than where we read and write data. In his session at @DevOpsSummit at 20th Cloud Expo, Josh Atwell, a Developer Advocate for NetApp, will discuss the role and value...
"When you think about the data center today, there's constant evolution, The evolution of the data center and the needs of the consumer of technology change, and they change constantly," stated Matt Kalmenson, VP of Sales, Service and Cloud Providers at Veeam Software, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Today, we have more data to manage than ever. We also have better algorithms that help us access our data faster. Cloud is the driving force behind many of the data warehouse advancements we have enjoyed in recent years. But what are the best practices for storing data in the cloud for machine learning and data science applications?
Andi Mann, Chief Technology Advocate at Splunk, is an accomplished digital business executive with extensive global expertise as a strategist, technologist, innovator, marketer, and communicator. For over 30 years across five continents, he has built success with Fortune 500 corporations, vendors, governments, and as a leading research analyst and consultant.
A valuable conference experience generates new contacts, sales leads, potential strategic partners and potential investors; helps gather competitive intelligence and even provides inspiration for new products and services. Conference Guru works with conference organizers to pass great deals to great conferences, helping you discover new conferences and increase your return on investment.
DevOpsSummit New York 2018, colocated with CloudEXPO | DXWorldEXPO New York 2018 will be held November 11-13, 2018, in New York City. Digital Transformation (DX) is a major focus with the introduction of DXWorldEXPO within the program. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term.
Traditional on-premises data centers have long been the domain of modern data platforms like Apache Hadoop, meaning companies who build their business on public cloud were challenged to run Big Data processing and analytics at scale. But recent advancements in Hadoop performance, security, and most importantly cloud-native integrations, are giving organizations the ability to truly gain value from all their data. In his session at 19th Cloud Expo, David Tishgart, Director of Product Marketing ...
DXWorldEXPO LLC announced today that ICOHOLDER named "Media Sponsor" of Miami Blockchain Event by FinTechEXPO. ICOHOLDER gives detailed information and help the community to invest in the trusty projects. Miami Blockchain Event by FinTechEXPO has opened its Call for Papers. The two-day event will present 20 top Blockchain experts. All speaking inquiries which covers the following information can be submitted by email to [email protected] Miami Blockchain Event by FinTechEXPOalso offers sp...