Our approach
What if sports were shown to be a unifying factor that connected us to our better selves? By positioning physical activity as a way of getting through back to school more easily, Sport Chek naturally becomes an ally and a catalyst of this unifying force. Add to that a familiar anthem (a remake of David Bowie’s iconic song “Changes”), evocative anecdotes and the belief that sports are the best means of helping Canadians navigate this time of change, and you have a truly inspiring campaign.
