Campaign details

Brand: Sport Chek
Brand owner: FGL Sports
Lead agency: Touché!
Contributing agency: Anomaly
Country: Canada
Industries: Clothing & fashion retail
Media channels: Integrated, Mobile & apps, Newspapers, Online display, Online video, Outdoor, out-of-home, Radio & audio, Social media, Television
Budget: 3 - 5 million

Executive summary

During the PyeongChang Winter Olympic Games, Sport Chek wanted to give winter athletes the bad-ass credit they deserve.

Through its Olympic sponsorship, Sport Chek, Canada's number-one sports retailer, set out to salute the courage of our athletes and let Canadians experience the danger these athletes bravely face every day, in a massive hijack campaign.

On the day of the Opening Ceremony alone, we delivered more than 66m impressions, reaching more than 19.3 million Canadians – two-thirds of the entire Canadian population.

Market background and context