North America’s largest specialty hockey goods retailer commemorates families’ experiences of being locked away from Canada’s game with ‘Penalty Box Portraits.’

BURLINGTON, ON, September 9, 2020 — With the NHL back in full force and restrictions on sports and recreational activities loosening across most of Canada, sporting goods retailer Source For Sports® is marking the return of hockey this season by showcasing the experiences of Canadian hockey families from earlier this year.

Source For Sports created ‘Penalty Box Portraits,’ a photo series showing the resilience of Canadian hockey families ready to emerge from the metaphorical penalty box that has been the lockdown forced by COVID-19. This is part of a fully integrated campaign to support the launch of the brand’s “We Fit Your Game” positioning and its deep connection to hockey communities across Canada.

“Hockey is more than just a game to hockey families. It’s a tight community and a way of life. When hockey was abruptly shut down along with everything else due to the pandemic, hockey families had to adjust to what felt like being in a never-ending penalty. We wanted to explore that shared experience with our customers and celebrate the return of ‘our game’ in a special way with them, too.”

-Donna Finelli, Chief Marketing Officer at Source For Sports-

Source For Sports’ independent store owners have made safety their top priority since day one of the pandemic. They quickly implemented curbside pickup, virtual appointments and digital equipment chats to help hockey families adjust to the ‘new normal,’ while still allowing them to play and train for their beloved game.

Source For Sports store owners remain committed to helping hockey families play their favourite game this season. With the many changes from federal and provincial hockey associations, like less players on a team and no contact during the game, store owners are adapting to the new retail landscape and finding creative solutions. They are offering digital chats to ‘nerd out’ about hockey gear, scheduling one-on-one in store appointments with COVID-19 safety protocols in place, and have stocked up on PPE and full-face shields to replace visors and cages on helmets, so players can continue to play the game they love safely. Source for Sports’ store owners are committed to another great hockey season, even if it looks a little different than usual.

“Each of our Source For Sports locations are independently owned and deeply rooted in their communities,” said Finelli. “So we understand the incredibly important role that hockey plays in so many people’s lives, because we play the game, too.”

The ‘Penalty Box Portraits’ series will be featured on the retailers’ social media platforms, where other hockey families will be encouraged to share their experiences as well. Additional campaign elements will include online video and social to reinforce Source For Sports stores as the go-to place for personalized service, expert advice and genuine value. The campaign launched nationally August 14th and was developed in partnership with Conflict. Media by OKD Marketing.

Source For Sports encourages families to post their own pictures of returning to hockey with the#makeitcount hashtag on all social media. You can see the ‘Penalty Box Portraits’ series on Source For Sports’ Instagram and Facebook page at @sourceforsportscanada.

About Source For Sports®:

Source For Sports ® is a North American sporting goods retailer with over 250 locations across Canada and the United States. Source For Sports® combines the buying and marketing power of an international brand with the local flavour and customer service of stores that are independently owned and operated by members of the local community.

Source For Sports is part of Sports Distributors of Canada (SDC), a North American buying group with stores in Canada and the U.S., including Source For Sports (sporting goods division) and Source For Adventure (outdoor division).

About Conflict:

Conflict is an independent strategy, design, and advertising agency based in Toronto. The agency’s client roster includes the likes of Longo’s, Indigo, SiriusXM Canada, Source For Sports, Vanguard Investments Canada, and Sunwing Vacations.