As the holiday season approaches and colder weather starts to set in, Sport Chek has launched a television commercial that shows Canadians gearing up for their favourite winter sports.
The 60-second spot from Toronto agency Sid Lee uses the “Your Better Starts Here” tagline that the retailer introduced last August as part of a bigger rebrand. Sport Chek worked closely with Toronto firm Sklar Wilton to conduct qualitative, quantitative and psychographic research.
One of the big research takeaways was that Sport Chek has a diverse consumer base with a wide range of interests, including running, walking and baseball. This begged the question: how does one brand connect with all of those people?
What connects all of these sports and activities is the desire one feels to always be better, Duncan Fulton, the chief marketing officer at FGL Sports told Marketing at the time. “Even if you’re 60 years old and going for a walk, you just want to feel better,” he said. “If you work out sometimes you just want to look better… There is always this notion of better.”
