Sport Chek's First Tracks Series Appeals to Skiers and Snowboarders
Laura McQuarrie — January 22, 2015 — Lifestyle
References: sportchek & marketingmag
First Tracks is a three-part webseries from Sport Chek that follows the adventures of Canadian Olympians Mark McMorris and Noah Bowman as they travel to New Zealand to kick off the 2015 season in the best way that they know how. Throughout the journey, the Olympians are shown visiting the headquarters of sponsors like Oakley and Salomon, which are two brands that have items sold through Sports Chek. Ultimately, the pair ends up at an incredible mountain where they have the chance to make some tracks of their own in the snow.
The webseries was developed as a way to increase Sport Chek's reputation among snowboaders and skiers, presenting this sports brand as an authentic part of the community.
Alongside these videos, Sport Chek is also running a #FirstTracks campaign in-store, giving away a paid ski trip and a tour of ski and snowboard Burton's factory.
The webseries was developed as a way to increase Sport Chek's reputation among snowboaders and skiers, presenting this sports brand as an authentic part of the community.
Alongside these videos, Sport Chek is also running a #FirstTracks campaign in-store, giving away a paid ski trip and a tour of ski and snowboard Burton's factory.
Trend Themes
1. Webseries Marketing - Sport Chek's First Tracks series demonstrates the effectiveness of using webisodes to connect with target audiences and increase brand reputation in specific sports communities.
2. Athlete Sponsorship - The inclusion of Canadian Olympians Mark McMorris and Noah Bowman in Sport Chek's webseries highlights the potential for brands to collaborate with athletes and leverage their influence to appeal to a specific audience.
3. In-store Campaigns - Sport Chek's #FirstTracks campaign showcases the value of implementing interactive and experiential campaigns in-store to engage customers and drive foot traffic.
Industry Implications
1. Sports Retail - The success of Sport Chek's webseries and in-store campaign demonstrates potential growth opportunities for retailers in the sports industry to connect with consumers on a deeper level through immersive and authentic experiences.
2. Branded Entertainment - The use of webseries as a marketing tool by Sport Chek presents opportunities for the entertainment industry to further explore collaborations with brands and integrate their products organically into storytelling.
3. Athletic Sponsorship - Sport Chek's collaboration with Canadian Olympians emphasizes the potential for businesses in the athletic sponsorship industry to partner with athletes to amplify their brand message and enhance their market presence.
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