Sport Chek Names TBWA\Chiat\Day New York Lead Creative, Strategic Agency

By Erik Oster 

Canadian sports retail brand Sport Check appointed TBWA\Chiat\Day New York as its lead creative and strategic agency, with a focus on sport-led digital content, following a year of growth for the brand that included the opening of two new flagship stores in the greater Toronto area and a digital concept store in Maple Leaf Square.

“As the retail landscape continues to shift, our marketing needs are evolving,” said Chad McKinnon, chief operating officer at Sport Check parent company FGL Sports. “TBWA’s breakthrough work will continue to bring leading-edge marketing innovations to the Sport Chek brand.”

“The Sport Chek brand journey aligns with the TBWA mind-set which made them a natural fit as a partner in our digital transformation,” added Frederick Lecoq, senior vice-president of marketing and eCommerce, FGL Sports.

For TBWA, the account win is the latest in a 14 month spree of new business that includes Netflix, Miller Lite, Airbnb, GoDaddy and Twitter. 

“Sport Chek is a truly impressive brand and business,” said TBWA Worldwide CEO Troy Ruhanen. “They are growing like wildfire, which gives us a springboard to tell their story, and also challenges us to capitalize and build on their current momentum. With our New York team at the helm and support from our Toronto office, we look forward to delivering disruptive work and finding more white space for the brand and business to continue to grow.”

New work from TBWA\Chiat\Day for the brand, with a focus on basketball, is expected early next year.