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Sport Chek hires TBWA Chiat Day

Toronto-based sports equipment retailer Sport Chek has retained TBWA Chiat Day of New York as its lead strategic and creative agency. The account will be handled from New York with support from the agency's Toronto office. According to the firm, its priority will be the expansion of the Sport Chek brand. TBWA's first work for Sport Chek will be a basketball-themed campaign that will begin in early 2016. Sport Chek is a division of FGL Sports, which is a subsidiary of Canadian Tire.

"We have a very strong vision for our brand and where we want to take it," said Frederick Lecoq, senior vice-president of marketing and e-commerce at FGL Sports. "The Sport Chek brand journey aligns with the TBWA mindset, which made them a natural fit as a partner in our digital transformation."

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