Case Study

SPORTING LIFE x ADIDAS: Back-to-School

The Ask

Sporting Life is a leading Canadian fashion and sports retailer, offering the best in outdoor apparel, fashion, footwear, equipment and accessories for men, women and children. As residents of Toronto say goodbye to summer and welcome the fall season, there is one thing on every parent’s mind - back- to-school. In celebration of back-to-school season, Sporting Life partnered with adidas to offer exciting in-store deals & promotions. To further amplify their partnership with adidas, Sporting Life set their sights on a larger-than-life event with the goal of increased influencer engagement, awareness and content creation. With the goal of producing a photoworthy event in mind, Sporting Life came to Bonus Track to develop a content-first, larger than-life photo vignette.

The work

Leaning into our target demographic’s desire for elevated and unique social media content, we built a custom Sporting Life x adidas photo studio right inside Sporting Life’s Yorkdale Shopping Centre location. We invited key media and influencers to join us on set to shoot fun, fresh content for Sporting Life. We created multiple content touchpoints for creators, ensuring they were able to shoot BTS, professionally curated photography and videography. This was crucial as video content is becoming a must-have for social trends. Our media & influencers received a brand new pair of adidas sneakers, were treated to hair and makeup by Lisa Vella and posed for photo & video shoot sessions with Elaine Fancy and Ripple Media. The shoot day was full of exciting BTS moments for creators to share and incredible still and video content that media and influencers happily posted in an earned capacity. To further enhance the partnership we created consumer-targeted programming by working with famed DJ Lissa Monet, an incredible event host, DevoD who attracted many consumers into the store. Lastly, we encouraged sneaker purchase by partnering with TDot Custom to offer free custom sneaker art to any consumer who bought adidas shoes.

The result

We garnered outstanding results with over 8,213,387 social media impressions and over 158 pieces of content posted to date - a huge win. Guests were raving about the photoshoot and felt honoured to be able to shoot in the space.

THE CHERRY ON TOP

In just over two weeks, Bonus Track produced a larger-than-life, completely branded, adidas shoebox (seriously, it was massive). The bright adidas blue shoebox, coupled with the Sporting Life backdrop created an iconic content studio where 28 of Toronto's top influencers and media shot photo, video and BTS content.