SportChek stopped acting like a retailer and started acting like a national bodyguard
THE CHALLENGE
In early 2025, Canada was feeling the pressure of looming US tariffs and geopolitical bullying. The national mood was anxious. Sport Chek isn't just a retailer; it is deep-rooted in Canadian history—the locker room of the nation. For a brand this iconic, silence during a moment of national tension isn't "playing it safe"; it’s a dereliction of duty. We didn't just need to "reach Gen Z"; we needed to remind the entire country that Sport Chek still stands for the Canadian spirit. We had to prove that a legacy "big-box" retailer could move at the speed of culture to defend the national vibe.
THE SPARK
From Pop Culture to Patriotism. When Mike Myers resurrected the "Elbows Up" Gordie Howe reference on SNL, he gave Canadians a coded signal. It wasn't just a joke; it was shorthand for defensive grit. We recognized that the nation didn't need a press release; they needed a teammate. The Strategy: As the brand-new Agency of Record, our first act wasn't to sell products, but to validate this feeling. We realized that "Elbows Up" wasn't about violence; it was about resilience. To be a true cultural steward, Sport Chek had to adopt the "Cultural First Responder" model—bypassing weeks of red tape to stand on the defensive line with Canadians before the next news cycle hit.
THE EXECUTION
"Mobilizing the Home Team." We operated under an 8-hour "Newsroom" protocol to catch the wave, executing a "zone defense" strategy across TikTok, Instagram, Facebook, and Threads.
The "Anti-Corporate" Aesthetic: We rejected the polish of traditional retail. No studios, no scripts, no models. We went straight to the aisles of a real store, shooting lo-fi content on mobile to match the native vernacular of each platform.
The Ecosystem: We used TikTok to ignite the viral spark, while simultaneously deploying on Facebook and Instagram to capture the broader Canadian fanbase. We utilized Threads to insert the brand into the real-time textual discourse, ensuring Sport Chek dominated the conversation from every angle.
The Symbol: We suited up actual Sport Chek staff in elbow pads. It was a visual metaphor that required zero dialogue: We are ready. We are protected. We are Canadian.
The Timing: We published within the same cultural window as the SNL sketch, turning a fleeting TV moment into a lasting brand stance before the news cycle moved on.
Cultural Ripple: The momentum spilled out of the feed and into the national news. The Globe and Mail cited the campaign not as an ad, but as a benchmark for "real-time cultural fluency," triggering a wave of unpaid influencer reposts and duets.
Sentiment Shift: From Retailer to Cultural Player, the campaign drove 56,372 video views, and we successfully pivoted brand perception from "Legacy Retailer" to "Authentic Cultural Player." The comments section transformed from customer service complaints to Canadian flags and praise like “authentic,” “in-touch,” and “finally funny again.”
Audience Retention & Quality: The creative proved remarkably "sticky," with our lead content achieving a 38.1% full video view rate.
We proved that when you stand up for your country, your country stands with you.
The Locker Room Roared Back. SportChek’s real-time response didn't just earn views; it earned a seat in the national conversation. By prioritizing platform-native humor over traditional retail messaging, we achieved record-breaking organic velocity and validated the brand's cultural fluency.
Viral Velocity: We generated 947,509 + organic social impressions and 40,000+ engagements in 48 hours. Crucially, 86% of views came from non-followers, proving the content broke the algorithm’s "echo chamber" to reach new audiences.
Stickiness & Growth: Users didn't just scroll past; they stayed. We achieved a massive 70%+ view-through rate, driving a 12% surge in total TikTok followers in just two days. The momentum translated seamlessly to Threads, securing 38,100 views and an industry-leading 9.5% engagement rate
THE RESULTS
