SportChek, is the largest sporting goods retailer in Canada with more than 1,200 retail outlets.

The former parent company (Forzani Group) understood the threats of major competitors and decided to reposition the brand and establish a sustainable competitive advantage in order to maintain its market dominance.

BrainMustard, using its proprietary social technologies, conducted a comprehensive psychographic segmentation of the market in order to develop solid understanding of consumer mindset and brand associations.

Equipped with these insights, SportChek successfully repositioned its brand from a product distributor to an experience provider and hence, maintained its dominance despite the ever tightening competition.

SportChek successfully re-invented its in-store experience to cater to experience seeking consumers. The consumers were receptive of these developments and the sales soared. A few years later, Canadian Tire acquired the company for over $770 million.