World's largest sports and technology brands partner with Sport Chek to deliver "living lab" experiences at new retail concept store in Toronto!

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Retail Strategy

Sport Chek seeks to inspire its customers to be a 'better you' - whether that may be looking better, feeling better or performing better in sport. Captured by the brand's tagline: "Your Better Starts Here," Sport Chek undertook a brand reformation in 2012 with powerful new advertising and social media strategies.

Ultimately, the retail environment is the primary execution of the brand - and Sport Chek's management believes that a fundamentally better and more inspiring retail environment can be achieved through the combination of world-class products, all-star staff and customer service and digital innovations to deliver powerful images, sound and interactivity throughout the store.

Sport Chek designed the store to be at the forefront of retail and create an ongoing test and learn environment. These next-in-class retail innovations will be proven and rolled out to the Sport Chek store network starting late 2013 with new flagship stores across Canada.

"Our goal with this live lab store is to test and demonstrate the latest in retail technology to deliver the same emotional rush our customers get when they are pursuing the sports and physical activities they love," said Michael Medline, President, FGL Sports. "The store will serve as a conduit between customers and their favorite brands; it offers unparalleled levels of customization and is staffed with the strongest product category experts in the industry."

"We wanted to create a store that is dynamic and has its own energy. We have built a store that matches the intense passion Canadians have for sports and the activities they pursue," Medline added.

Digital and Product Innovations

Tile, Tablet, Touch and NFC Screens:  The relatively small 12,000 square foot 'lab' punches way above its weight and is believed to be the most advanced digital retail space of any category in North America. With 140 digital screens installed throughout the store, it features Samsung displays with ultra-thin borders, touch technology and near-field-communication (NFC) capabilities allowing for personalized content and greater customer interaction with merchandise.

Screens include new digital 'tiles' both on the wall and custom built into tables. Traditional signage built in to the top of clothing racks now include tablets in custom fixtures showing video and still image content specifically designed for the associated products.

Shoe Wall Innovation: To complement Sport Chek's authoritative assortment of 500 different footwear styles, adidas has installed its first permanent digital shoe wall in Canada and largest installation in North America, featuring 'digital' shoes on three 55" touch screens. Each shoe contains custom digital content when selected, including product features, live twitter feeds, videos, images and interesting facts about athletes' accomplishments while wearing that specific model of shoe.

Nike has installed its first 'Nike Shoe VJ Experience' in the world. Featuring an entertaining 12-foot high digital wall, customers can use Nike shoes custom-built with gaming 'controller' technology to design art and sound with the palettes by artists James Jean and David Choe, and sound courtesy of world-renowned DJ Cut Chemist.

Reebok has installed a customized, 'build your own Reebok' kiosk where customers can custom-build every single part of their shoe, representing limitless possibilities. The shoes are custom-built and shipped to the customer directly within four to six weeks.

Medical Motion Dynamic Gait Analysis: Customers interested in finding the perfect shoe for their sport or activity can participate in a comprehensive gait analysis in the store. Customers walk or run on a gait analysis treadmill, while being monitored by trained Sport Chek associates who can then recommend the perfect shoe.

Contact Medical Motion a division of Sports Motion Inc.

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