Sport Chek’s “What it Takes” Olympic campaign is back for a new edition, taking a mobile-first approach to being incorporated into the Rio Olympics.

With media from Touche! and creative from TBWA\Chiat\Day New York, spots leading up to Olympics focus on stories of adversity from six Canadian Olympic athletes, like that of swimmer Ryan Cochrane, who recently lost his coach of 13 years to cancer.

The media buy leading into the Games will be focused on Facebook, said Erika DeHaas, AVP of marketing strategy, FGL Sports.

“In the past during the Olympics it has really been more about running traditional TV campaigns,” she said. “But we want to become the first hand-held brand within the Olympic platform.”

DeHaas said that over 50% of the campaign buy is on mobile. In addition to adding more weight to mobile, Sport Chek has also changed up its TV strategy. Rather than running one or two pre-produced spots, the retailer will be working with Olympic broadcaster CBC to create real-time content based on what’s going on during the Games.

“The content you will be seeing during the TV spots will be within hours of the event happening,” she said.

The TV strategy is similar to the content that Sport Chek ran during the Raptors NBA Playoffs run, releasing new creative within minutes of the game ending. DeHaas adds the brand is able to run similar work during the Olympics because of the negligible time difference between Canada and Rio.

https://www.youtube.com/watch?v=3DnGgZgk8yA