SPORT CHEK BEGINS POWER OF SPORT CAMPAIGN
By Adnews Staff
Downtown Partners of Toronto has created a new advertising campaign for retail chain Sport Chek called "The Power of Sport." The campaign includes retail advertising and television commercials on TSN, the Outdoor Life Network and MuchMusic that will run until the end of September. "We decided to use a comedic approach with these spots because it was the only way to effectively illustrate how seriously people take their sports and how being properly dressed can help you perform," said Daniel Vendramin, art director at the agency. One TV ad shows a woman running. She takes a glass of water from a customer in a sidewalk cafe and splashes herself with it. Another commercial shows a man coming off a community hockey rink. He describes the game to his girlfriend as if it were a television interview. These two ads use the tagline, "When you look like a pro, you feel like a pro." A third ad promotes the chain's children's skate trade-in program. It uses the tagline, "Kids grow, hockey skates don't." Sport Chek is a division of the Foranzi Group.