Sporting+Recreational Pro


How CF Montreal took a new approach to its logo

The branding is an attempt to return to the club’s roots after its previous rebrand was rejected by fans.


GoodLife democratizes fitness with everyday people

Breaking from category norms, the country’s largest fitness chain shows that anyone can be a “fitfluencer.”


OLG hypes a bigger Lotto 6/49 in a new brand platform

“Find Your Possible” focuses more on financial freedom than material goods in an effort to drive play frequency and affinity among younger Ontarians.


BMO kicks off a new soccer campaign with a Team Canada star

Alphonso Davies is helping the bank enforce its connection to the game ahead of a historic World Cup for Canada.

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NFL Canada touches down with a pop-up sports bar

“The Huddle” is the league’s latest effort to attract younger Canadians to the game by immersing them in its fandom.


Norco aims to open up mountain biking

The bikemaker’s new campaign wants to break away from typical marketing to make it feel less exclusive.


Why golf is experiencing a boom in brand interest

After a two-year hiatus, the RBC Canadian Open is back with a bigger brand lineup than ever before.


GoodLife Fitness names new VP of marketing

Former Tims and Weston marketer Nicole Pekerman brings her consumer marketing expertise to the gym chain.


The organization that keeps athletes honest gets a facelift

The World Anti-Doping Agency is modernizing its brand identity to become more approachable and “athlete-focused.”

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Harry Rosen tees up a campaign for golf apparel

The retailer is going to the Masters, bringing its confidence-boosting platform to another realm that’s ready to be elevated.


OLG tries to look good while doing good

The crown corp is selling streetwear that doubles as lotto tickets and also refreshing a message about how the lottery helps Ontario.

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The COC shows anyone can embody Olympic values

A campaign ahead of the Beijing games highlights the sacrifices made by a diverse range of athletes during an exceptionally challenging time.

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Decathlon helps everyone find their inner athlete

The French retail giant is using its holiday campaign to overcome limited local brand awareness as it pushes westward.

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Decathlon’s ‘non-behemoth’ ethos in Canada

From the C-Suite newsletter: The retailer’s rapid expansion is fueled by a localized strategy and experiential concepts.


Adidas finds inspiration in the legacy of Terry Fox

The apparel brand is in the second phase of a major effort to support the runner’s Foundation and its own brand mission.