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
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend 21st Cloud Expo October 31 - November 2, 2017, at the Santa Clara Convention Center, CA, and June 12-14, 2018, at the Javits Center in New York City, NY, and learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
21st International Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Me...
DevOps at Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st 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 w...
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business - from apparel to energy - is being rewritten by software. From planning to development to management to security, CA creates software that fuels transformation for companies in the applic...
@DevOpsSummit at Cloud Expo taking place Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center, Santa Clara, CA, is co-located with the 21st 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 ...
In 2014, Amazon announced a new form of compute called Lambda. We didn't know it at the time, but this represented a fundamental shift in what we expect from cloud computing. Now, all of the major cloud computing vendors want to take part in this disruptive technology. In his session at 20th Cloud Expo, Doug Vanderweide, an instructor at Linux Academy, discussed why major players like AWS, Microsoft Azure, IBM Bluemix, and Google Cloud Platform are all trying to sidestep VMs and containers wit...
"When we talk about cloud without compromise what we're talking about is that when people think about 'I need the flexibility of the cloud' - it's the ability to create applications and run them in a cloud environment that's far more flexible,” explained Matthew Finnie, CTO of Interoute, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
In his session at @ThingsExpo, Eric Lachapelle, CEO of the Professional Evaluation and Certification Board (PECB), provided an overview of various initiatives to certify the security of connected devices and future trends in ensuring public trust of IoT. Eric Lachapelle is the Chief Executive Officer of the Professional Evaluation and Certification Board (PECB), an international certification body. His role is to help companies and individuals to achieve professional, accredited and worldwide re...
Amazon started as an online bookseller 20 years ago. Since then, it has evolved into a technology juggernaut that has disrupted multiple markets and industries and touches many aspects of our lives. It is a relentless technology and business model innovator driving disruption throughout numerous ecosystems. Amazon’s AWS revenues alone are approaching $16B a year making it one of the largest IT companies in the world. With dominant offerings in Cloud, IoT, eCommerce, Big Data, AI, Digital Assista...
When growing capacity and power in the data center, the architectural trade-offs between server scale-up vs. scale-out continue to be debated. Both approaches are valid: scale-out adds multiple, smaller servers running in a distributed computing model, while scale-up adds fewer, more powerful servers that are capable of running larger workloads. It’s worth noting that there are additional, unique advantages that scale-up architectures offer. One big advantage is large memory and compute capacity...
Both SaaS vendors and SaaS buyers are going “all-in” to hyperscale IaaS platforms such as AWS, which is disrupting the SaaS value proposition. Why should the enterprise SaaS consumer pay for the SaaS service if their data is resident in adjacent AWS S3 buckets? If both SaaS sellers and buyers are using the same cloud tools, automation and pay-per-transaction model offered by IaaS platforms, then why not host the “shrink-wrapped” software in the customers’ cloud? Further, serverless computing, cl...
You know you need the cloud, but you’re hesitant to simply dump everything at Amazon since you know that not all workloads are suitable for cloud. You know that you want the kind of ease of use and scalability that you get with public cloud, but your applications are architected in a way that makes the public cloud a non-starter. You’re looking at private cloud solutions based on hyperconverged infrastructure, but you’re concerned with the limits inherent in those technologies.
The taxi industry never saw Uber coming. Startups are a threat to incumbents like never before, and a major enabler for startups is that they are instantly “cloud ready.” If innovation moves at the pace of IT, then your company is in trouble. Why? Because your data center will not keep up with frenetic pace AWS, Microsoft and Google are rolling out new capabilities. In his session at 20th Cloud Expo, Don Browning, VP of Cloud Architecture at Turner, posited that disruption is inevitable for comp...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devic...
IoT solutions exploit operational data generated by Internet-connected smart “things” for the purpose of gaining operational insight and producing “better outcomes” (for example, create new business models, eliminate unscheduled maintenance, etc.). The explosive proliferation of IoT solutions will result in an exponential growth in the volume of IoT data, precipitating significant Information Governance issues: who owns the IoT data, what are the rights/duties of IoT solutions adopters towards t...