Sport Chek Expands "My North" Basketball-Centric Online Campain To Toronto Retail

Sport Chek’s basketball-centric “My North” marketing campaign this week "goes retail, when a line of T-shirts and hoodies emblazoned with the slogan hits stores," according to Morgan Campbell of the TORONTO STAR. The campaign focuses on Toronto "as a hoops hotbed, highlighting the basketball scenes in specific pockets" of the Greater Toronto Area, and previously "has lived only on YouTube and social media." Each of the nine neighborhoods and suburbs depicted in the "My North" video series "gets its own set of apparel, for sale only at Sport Chek stores in that area." The Raptors' "We the North" campaign "begat My North, a natural given that Sport Chek is an MLSE corporate partner." Beyond TV commercials, Sport Chek "called on the GTA’s basketball community to submit stories about basketball hot spots and legendary local players, and is compiling them on a YouTube playlist." Like the “We the North” spot, the "My North" vignettes were "shot by Sid Lee and hit similar notes, spotlighting specific neighbourhoods and local stories." Meanwhile, Under Armour is "set to start selling a signature model sneaker" for Raptors G Greivis Vasquez named the North Six. The title "is a nod to 'The Six,' a nickname for Toronto based on the city’s area codes -- 416 and 647." Together, the marketing campaigns "seek to both acknowledge and capitalize on the thriving basketball culture that exists" in the GTA (TORONTO STAR, 3/23).