Challenge
Solution
Result
Moving content at the heart of the WA:KE Athletic launch
Launching a new national brand starts with a clear point of view and content that feels real. That was the focus when Canadian Tire partnered with SJC to introduce WA:KE Fitness, a new, accessible collection of fitness essentials that launched in October 2025.
The goal was simple: create lifestyle content that helps people see themselves in the brand. Content needed to live across multiple channels, with a strong focus on e-commerce, and make shopping feel easy, inspiring and personal.
Building on our ongoing partnership with Canadian Tire—including the launch of the FWD activewear line in 2022—SJC led the go-to-market content strategy and production. The creative idea centred on one clear truth: workouts should feel personal, not prescriptive.
To support the launch, content was created to:
- Introduce the full WA:KE product range and build early brand awareness
- Help customers easily explore and shop the collection online
- Bring energy and excitement to the brand through movement and storytelling
- Show how products fit into real everyday routines
That strategy came to life through a one-minute brand launch video, lifestyle imagery and e-commerce content designed to feel natural, inclusive and in motion.