SPORT CHEK—Canada's largest sport retailer—is an official sponsor of the Canadian Olympic team. To show our support, we celebrated the struggles behind athletes' journeys to the Rio Olympics.
We outmaneuvered bigger brands' larger media budgets by partnering with CBC and using their footage to create real-time content, specifically written and narrated by a renowned Canadian poet.
Our advertising became part of the official Olympic broadcast.
To capitalize on Olympic buzz, Sport Chek also partnered with Facebook to hack their then newly-launched FB LIVE platform.
Three Olympic athletes were let loose in a Toronto park for a giant game of tag. If you could chase them down and grab a flag from their backpacks you could win big prizes. The best way to find them? Log onto FB and try and guess where in the park they were.
