The strategy was to bring the tagline "Your better starts here" to life. So we stepped outside the box and marked exactly where physical activity begins. We selected environments in line with the target group's training habits. To stay true to the signature, we aimed to integrate advertising specifically at the entrance to workout areas, to inspire consumers to give their best during their sporting activities.
We also wanted to create an emotional bond between Sport Chek and its sporting clientele. To achieve this, we relied on video for its emotional charge.
What's more, by integrating a wide variety of sporting environments, Sport Chek positioned itself as the reference for a multitude of sports in Canada.