TBWA\Chiat\Day New York Focuses on Training for Sport Chek

By Erik Oster 

TBWA\Chiat\Day New York launched a training-focused new campaign for Sport Chek, Canada’s largest sporting goods retailer, with the 60-second “Pose.”

The spot opens on a yoga class, with a spare, dramatic piano score in the background. “This is all in my mind,” says the voiceover as the camera focuses on one of the women in the class. “It’s just me against my doubts,” while launching into a particularly challenging pose and looking the mirror. Near the end of the spot, her reflection stumbles, unable to hold the pose, but she holds strong. It’s not the most original message for a sports anthem ad, but it has the unexpected moment which may get viewers’ attention before leading into the “Your Better Starts Here” tagline. It makes for a more interesting ad than last month’s basketball-themed “#WeGotNow,” the agency’s first work for Sport Chek after being named the brand’s lead creative and strategic agency in December, and there’s plenty to build on in future ads. Supporting the broadcast spot is a social media campaign on Facebook and Instagram featuring looped training videos and weekly challenges encouraging followers to post their own videos using the hashtag #sweatbetter. 

Chris Garbutt, Global Creative President & CCO NY
Daniel Sanders, Associate Creative Director
Josh Yeston, Associate Creative Director
Avi Steinbach, Associate Copywriter
Alexander Holm, NewsDesk Designer

Chad Hopenwasser, Head of Production
Katie Porter, Senior Producer
Loren Shteyman, Art Producer
Danny Jackson, Art Producer
Josette Lata, Freelance Producer
Aki Spicer, Director of Digital Planning and Content Strategy
Sam Glassoff, Strategic Planner
Eryn McVerry, Group Account Director
Emily Zale, Account Supervisor


Production Company: SKUNK
Brent Harris, Director
Andrij Parekh, Director of Photography
Ed Callaghan, Producer

Post House: Whitehouse Post

Martin Leroy, editor
Alejandra Alarcon, producer
David Rothstadt, assistant editor
Lauren Hertzberg, EP