Sport Chek cheers on athletes’ parents

The retailer is leveraging Olympic women's hockey player Meaghan Mikkelson in TV spots for Mother's Day and Father's Day.

Sport Chek is celebrating the role parents play in supporting their kids in sports with a new campaign for Mother’s Day and Father’s Day.

With creative by Sid Lee and media by Touché!PHD, the campaign targets adults 18 to 49 and relies on TV spots airing nationally on conventional and specialty channels, including TSN, Sportsnet and The Score. It will be supported by creative in Sport Chek’s print flyer and digital gift guide, as well as display ads and in-store signage.

The TV spots follow Olympic women’s hockey player Meaghan Mikkelson as she trains for the 2014 Games, and features narration by her mother and father who offer her words of encouragement.

Karine Courtemanche, president, Touché!PHD, says this marks the first time Sport Chek has run a TV campaign for Mother’s Day and Father’s Day.

She says the brand chose a TV campaign for this launch over others because its sponsorship of the Canadian Olympic team allowed it to leverage more high profiles Olympic athletes to promote its message around family. Jared Stein, account director, Sid Lee, adds that it also presented the brand with an opportunity to promote women’s hockey, which it hasn’t done a lot of in recent years.

The Mother’s Day campaign will run until May 12, while the Father’s Day campaign will run for the two weeks leading up to June 16.