Sport Chek prepares new print campaign
By Adnews Staff
Toronto-based sports equipment retail chain Sport Chek is about to break a new national print campaign. The initiative, developed by Downtown Partners of Toronto, includes four ads called "Golf," "Running," "Hockey" and "Mountain Bike" intended to suggest to viewers that their favourite sports are waiting to be played. The ads depict various items of sports gear against a background representing the sport about to be played. The "Golf" execution displays a collection of golf equipment laid out in the tee box of a golf hole. The tagline reads, "What's stopping you?" The "Hockey" ads similarly presents a selection of hockey equipment laid out on the ice in front of a goalie in a net. The tagline reads, "What are you waiting for?" The new ads are an extension of the retailer's ongoing "The Power of Sport" campaign. "Each execution features the essential athletic equipment in the foreground, while focusing on a sport's ultimate goal," said Dan Pawych, creative director at Downtown Partners. "The campaign evokes the attraction a sport can hold with iconic imagery, while illustrating a variety of products that you'll need to engage in each activity." The campaign will begin later this fall when the "Golf" ad appears in the publication Score Golf. The creative will run in magazines and newspapers for the next year. Point of sale materials will also be used. Sport Chek is a division of The Forzani Group.