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Sport Chek The Power of Sport

Sport Chek is the leading athletic lifestyle retailer in Canada, but there is little differentiation in the category other than functional price. Value will always be important, but the idea was to capture part of the magic of how sport affects people to connect with them beyond just price.

Downtown Partners wanted to approach the insight from a perspective that was different than Nike and Adidas (as they just didn't have the budget to compete with them), and ensure it worked from a retailer standpoint. The agency realized that regardless of age, gender, economic status or ability, everyone identified to some degree with sports or athleticism. The campaign idea was "when you look like a pro, you feel like a pro." The entertainment in the campaign came from having these everyday athletes act like pros even though it was obvious they were in recreational settings. This idea was flexible enough to feature a number of different sports, activities, and promotional partners.

While it's too early to gauge measurable results, the effort is already getting rave reviews in the industry ("Outstanding New Campaigns", strategy September 2004.) The campaign was also showcased on Britain's "Shot's Reel" in October.

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