UNITING TORONTO’S BASKETBALL COMMUNITY

To unite Torontonians, the Raptors and Sport Chek we needed to understand the unique dynamics that affect the sport within an urban context. Employing a consultant embedded in the Toronto basketball community we learned that basketball players and those committed to the game have a unique and indelible imprint left on them from the neighbourhoods that form their experience.

We began to explore the stories that made up Toronto’s nine distinct neighbourhoods, each with it’s own hidden myths, local courts and unknown legends.

Working with a Toronto born illustrator we created an immersive map that brought to life the most compelling stories we had uncovered in each of the communities. The map became a composite of the whole city, a visual narrative of Toronto’s balling legacy, neighbourhood by neighbourhood.

In conjunction with launching the #MyNorth platform in the Raptors arena and a YouTube documentary series we used the posters to incite Torontonians to share their own stories. In doing so fans could demonstrate their own connection to the city and team with Sport Chek acting as a true grassroots supporter of the game. Posters asking Torontonians to tell their own stories were shared in each neighbourhood.

A CITY UNITED THROUGH A PASSION FOR BALL

#MyNorth led to exceptional business growth.

Year over year sales for Sport Chek in Toronto were up 25.1%.

Raptors apparel skyrocketed as well with year over year sales showing a significant growth.

#MyNorth was able to become a central point in the conversation surrounding basketball and the Raptors in the city.

The platform led to over 21 million impressions, 6725 social mentions and almost 1000 stories contributed by Torontonians about their own experiences in courts across the city.

Fans of the team were able to not only champion their favorite NBA franchise, but also become immersed in the cultural fabric that makes Toronto a one-of-a-kind basketball community.