To be invited in, we partnered with the Raptors broadcaster to produce documentaries featuring the neighborhoods and player stories. We deployed a guerilla campaign trafficking iconic creative representing each neighborhood's colours. We hand-picked 500 locations, like basketball boards, bleachers, and street furniture. We installed detachable posters and magnetic stickers. In community centres, magnets were installed in changing rooms. By making this campaign 100% detachable, each player proudly wore his neighborhoods, and Sport Chek's colours. All of the #MyNorth callouts were reposted on social media. To encourage sharing, an entire section was offered to fans at each of the 41 Raptors home games. Finally Sport Chek's basketball clinics were held in each community.

We earned our basketball cred: #MyNorth was mind-blowing! 15 million social shares were generated in a city of 6 million people. The campaign artwork was swept in record time. The exclusive product line sold in less than 2 months, and due to its success a new line will launch to coincide with playoff season.