Sporting+Recreational Pro

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GoodLife Fitness picks FCB Canada for creative

The agency will lead a new campaign and a reimagining of the fitness chain’s brand, set to debut in December.

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View from the C-Suite: Caroline Losson laces up her skates

The CMO of CCM is working to bring emotion to the hockey equipment space.

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BMO repurposes Toronto FC’s field for youth teams

The bank brings its professional and community sponsorships together as part of its brand mission to “grow the good.”

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Canopy Growth acquires majority stake in BioSteel

The cannabis producer “lays the groundwork” for the creation of CBD-infused sports nutrition products.

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MLSE’s Shannon Hosford to receive ACA Gold Medal

The company’s CMO will be recognized at the Strategy Awards for her achievements over the last 19 years.

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NFL Canada picks Publicis

The agency will lead digital and experiential campaigns to celebrate the league’s 100th season with Canadian fans.

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BMO builds soccer nets out of old jerseys

The bank is activating its sponsorship of the Montreal Impact to support youth soccer programs in Quebec.

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In the aisles at Golf Town

CMO Fred Lecoq discusses the programs and partnerships that are meant to drive more women and youth to its stores.

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Sport Chek takes more inclusive approach to sport

Ambassador-led fitness sessions are part of the retailer’s repositioning to be less about sweat and performance.

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Tim Hortons places Raptors superfan in the limelight

A mini-documentary about Nav Bhatia explores inclusivity and the Canadian spirit.

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The Disruptors: Nuun’s push into the hydration category

How the company targets all “sweat” enthusiasts and is entering the daily wellness segment with new product innovation.

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Brands catch Raptors fever

How brands across Canada showed support for the team ahead of the first game of the NBA Finals yesterday.

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Tim Hortons plays with words to support the Maple Leafs

The QSR turns ads into rallying cries as Toronto’s sports teams enter playoff mode.

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Sail picks Ogilvy as AOR

The agency’s Montreal office will lead strategy and creative on a new campaign for the outdoor retailer.

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GoDaddy’s Raptors-inspired onesie

The web hosting platform introduces a onesie in the second phase of its “CJ’s PJs” campaign.