The message from Sport Chek's 'Your Better Starts Here' campaign sets the tone for 'The Pose,' a new female-targeted workout commercial from the brand. Carrying yoga and spinning gear for women is not at all new for the retailer, but The Pose marks a new direction for Sport Chek. Previously, the 'All Sweat is Equal' campaign focused on male training rituals, but this new effort appeals to female consumers who are looking to get fit and feel empowered.
The Pose stars a female yogi tackling the challenging Eight-Angle Pose while thinking encouraging thoughts like: "I stretch myself to my limits, so I can reach something further." As she holds the pose like a warrior, the video features pop-up annotations that viewers can click to shop each piece of the look.
Following the release of The Pose, Sport Chek will be following up with a similar spinning-themed spot.
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