Sport Chek: Leveraging the love...and the hate

Sport Chek, the sport retailer, used an innovative strategy to break through in a competitive market in Canada.

Campaign details

Brand: Sport ChekBrand owner: Canadian Tire CorpEntrant company: Touché!, MontréalMarket: CanadaSector: Clothing & fashion retailMedia channels: Online display, Online video, Search marketing, Social mediaBudget: 1 - 3 million

Executive summary

As Black Friday becomes the largest retail event in Canada, Sport Chek – one of the country's leading sports retailer – had to find an innovative strategy to counter and break-through in an extremely competitive market. While all other retailers were focusing on pushing their offers, Sport Chek's strategy went a different route by listening...

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