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Sport Chek breaks My North campaign

Sports equipment retail chain Sport Chek has begun a basketball-themed campaign in association with Maple Leaf Sports & Entertainment. The campaign, called "My North," is intended to be a celebration of basketball culture in the Greater Toronto Area, and to promote the chain's new exclusive We the North clothing line from Adidas. The creative will make use of real basketball stories, videos and photographs gathered from various GTA neighbourhoods. It will include television, digital, out-of-home and in-arena advertising, as well as events, social media activities and public relations. The campaign will also feature a documentary about community basketball produced by TSN. The effort is timed to coincide with the start of the Toronto Raptors regular season.

"What makes the My North platform so ground breaking is that it gives creative control to the Raptors' most valuable asset, its fans," said Frederick Lecoq, senior vice-president of marketing at FGL Sports, owner of Sport Chek. "From the content fans want to see in-arena, the images and videos that are promoted across Sport Chek's channels and the designs that are featured on new products we'll be selling in our stores next year, we're empowering fans by giving them the opportunity to connect with the team in an entirely new and exciting way."

FGL Sports is a subsidiary of Canadian Tire.

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