Sharing and spreading Olympic pride. In real time.

THE SITUATION
Sport Chek is Canada's number one sporting goods retailer. Trouble is, Canadians could practically care less about the summer games, as they save their enthusiasm for winter sports.

THE SOLVE
To turn superhuman athletes back into humans, by reminding one and all that no one can succeed until you fail, fail again.

In partnership with TSN, we took these moments of failure as they happened during the Olympics, using them to create four manifesto films that ran during the games, along with other social assets.

THE STATS 3% incremental in-store sales increase (a $4.4M lift)
73% increase in brand perception
72% attribution of the campaign leading to a store visit
#WhatItTakes was 2nd best-performing hashtag in the world during campaign