Sport Chek: Mother's Day
Agency: SID LEEClient: FGL Sports Ltd.
Section I — Basic information
Business Results Period (Consecutive Months): April 29th – May 12th 2013
Start of Advertising/Communication Effort: April 29th 2013
Base Period as a Benchmark: April 29th – May 12th 2012
Section II — Situation analysis
a) Overall assessment
Fast-changing retail landscape
Sport Chek is Canada's largest retailer for sport apparel and equipment with a network of 182 stores. However, in 2012, the retail landscape it had come to dominate was rapidly changing. Aggressive US retailers wanted in the game and...