Sport Chek is tapping the humorous side of former NHL enforcer Kevin Bieksa to put a new twist on the holiday season.

In the hero spot for “Dropping the Gloves/Gifts,” Bieksa pens Christmas missives to current and ex-NHLers, chiding them about their on-ice shenanigans and offering up gift ideas like a Yeti cold plunge bath to ease their achy old knees. Sport Chek is partnering with Hockey Night in Canada to air the Bieksa spot during its Saturday broadcast.

The holiday campaign is the latest evolution of “Say It With Sport,” blending Sport Chek’s holiday gifting draft picks with a notable athlete, according to Sport Chek’s VP of marketing Stephanie Wall. Bieksa, a former Vancouver Canuck and Anaheim Duck, is not just a source of credible hockey commentary for CBC, but he’s also the right authoritative figure to convey some of the retailer’s curated items, Wall tells strategy.

The brand chose to feature Bieksa’s player counterparts in the ads (such as Corey Perry, Jamal Mayers and Wayne Simmonds) as a way to attract NHL fans, Wall says, adding that Sport Chek wants to “own the moment” by being a bit more unconventional with its marketing around this time of year.

The campaign will be supported with multi-layer extensions across all channels, including a Hockey Night in Canada partnership, paid digital media, eCommerce, social and PR.

.

There is also a point-of-purchase and in-store component, with “gift like a pro” messaging, which aims to appeal to hockey dads and hockey families. Cartier is taking care of creative and Touché is the buyer.

This summer, Sport Chek touted elite as well as everyday athletes as a way to stand out. And in November’s Q3 earnings call, parent Canadian Tire Corp. reported that Spot Chek grew for the first quarter since Q2 2023, with comparable sales moving up 2.9%. CTC reported that “targeted promotional events and improved customer experience continued to be a focus and contributed to growth in athletic footwear and hockey categories” for the retailer.