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We all remember when Roots had the contract
for the Olympic apparel, and then they were beat out by The Hudson Bay Company
where we all get our trademark red mittens for the Olympics. Now, Canadian Tire
has gotten in on the action with a partnership with HBC, and they are excited
at what is to come.
HBC will retain the current deal that have
with the Canadian Olympic Committee to be the outfitter of the Canadian Olympic
team, providing them with the outfits for the opening and closing ceremonies
and podium as well as continuing to sell the branded red mittens, scarves and
hoodies in their stores. CT will be the high performance clothing provider
selling a new line of more than 70 Adidas products with the Olympic logo in
their Sport Check and other sports stores. HBC has a contract with the COC
until 2020 and CT has snagged an 8 year contract. CT currently has partnerships
with Canada Games, Canadian Sports Hall of Fame, the National Hockey League,
and NASCAR so this is a great addition to their already impressive list.
CT is also looking to help amateur athletes
every step of the way. “From playground to podium, we will play a role in
helping Canadian families and amateur athletes succeed,” says Stephen Wetmore,
President and CEO, CTC, Limited. “From learning to play, loving the game and
competing to win, everyday sport in Canada depends on us. Whether it’s parents
teaching their children how to skate on a backyard rink or supporting Canadian
athletes pursuing dreams of Olympic gold, sport has the power to unite
families, communities and the entire nation.” This is evident in their
continuing commitment to their Jumpstart charity which helps underprivileged
kids play organized sports. They are taking it one step further now with the
Olympic contract and putting in place a national employment program for amateur
athletes. They will soon have a website where athletes with rigorous training
schedules can find a job across CT’s 1700 retail outlets and corporate offices
that will accommodate their schedule.
CT plans on year round Olympic themed
advertising instead of keeping it to every two years when the Olympics are
running. “There’s no reason you can’t do a kitchen spot with athletes talking
about healthy living and healthy eating. There’s no reason why you can’t do an
outdoor yard spot with two guys competing on who’s going to have a better
lawn,” said Duncan Fulton, head of communications for CT and chief marketing
officer at Forzani Group. CTC has already signed advertising contracts with
seven Olympic athletes, and some of these athletes have already appeared in
commercials for Sport Check this year.
You can look forward to the Adidas line of
high performance jackets, fleeces, long- and short-sleeved t-shirts, hair bands
and more with the Olympic symbol showing up in stores as soon as November 7th
this year. Let’s hope Team Canada can “Own the Podium” at next year’s Winter
Games in Sochi, Russia! How many medals do you think Canada will get?
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