Educate and excite Western Canadian consumers with the Eastern-based retail offering and lay the foundation for future expansion into Western markets.
We carefully studied the Sporting Life brand touch points in relation to the environments where its customers engaged with clothing brands. Our insights led towards a community-rooted strategy that demonstrated the brand’s understanding of Alberta’s culture and people. The result was a “fashletic” campaign called #MySportingLife. A handful of creative social community builders and influencers wore Sporting Life fashion and shared the story of their lifestyle, with Sporting Life as the conduit. The stories were documented through video and told on social media by this selected team of community leaders. Paid print and digital ads supported the promotion of the campaign and was replicated on store hoarding, POS and more. We imagined and executed a multi-prong launch event with a product-familiarization focus. Customers lined up around the building on launch day to be the first to experience exclusive Sporting Life merchandise.