Canadian Sporting-Goods Retailer Taps TBWA\Chiat\Day

Shop's first work for Sport Chek will focus on basketball

Sport Chek, one of Canada's largest retailer of athletic clothing and equipment, has selected TBWA\Chiat\Day as its lead creative and strategic partner following a review.

The assignment was previously handled by the Toronto office of Sid Lee, which parted with the client in May, just before the agency's acquisition by a unit of Japanese holding company Hakuhodo.

Sport Chek has become known for its innovative marketing tactics and aggressive growth strategy. The retailer recently opened two new stores in the Greater Toronto area and launched a digital concept store in the city's Maple Leaf Square, complete with a broadcast studio for 24-hour sports network TSN.

Chad McKinnon, COO at Chek's parent FGL Sports, said TBWA would help the brand evolve its marketing across an increasingly complex retail landscape in work set to debut early next year. That first flurry will focus on basketball. "They will bring global creative and strategic resources to Sport Chek campaigns with a focus on sport-led digital content," he said.

"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," said Troy Ruhanen, CEO of TBWA Worldwide. "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."

This marks TBWA's second notable new-business score in less than a month, following its selection by GoDaddy as that brand's first lead creative agency for worldwide expansion.