Check out this interview we did with dunCan Fulton, the CMO and EVP of FGL Sports, Mark’s & Canadian Tire. If you want to learn about understanding, targeting, and ultimately winning with your consumer base, this is an interview you will definitely want to watch. This video highlights what it takes to truly create a fearless brand from a once small sporting goods retailer.

Sport Chek has grown to become one of Canada’s largest sporting good retailers, as well as one of the most recognizable Canadian brands that exist today.

Here’s some of the key takeaways from the interview:

1:37 Duncan talks about what type of targeting Sport Chek and Canadian Tire use when looking at their consumers.

2:52 Duncan’s most courageous moment when guiding the Sport Chek brand.

3:15 The decision to digitize retail flyers for the Sport Chek and Canadian Tire businesses.

4:23 What Duncan believes are the key reasons behind the brand success of FLG and Canadian Tire.

5:13 What Sport Chek can learn from a brand like Canadian Tire, as well as what it does well in its own branding.

I think Sport Chek’s success, specifically in the last 7 quarters…has been deciding who we want to win with, understanding what inspires them, changing everything about how we operate to execute against that customer base, and track and measure the results so when we win we can celebrate and when we fail we can fix it.


Duncan Fulton is an Executive Officer of Canadian Tire Corporation and a member of the Canadi- an Tire, FGL Sports and Mark’s executive teams. Duncan oversees many of the groups responsible for furthering the Company’s brand, including communications, sponsorships and sports partner- ships, events, and all marketing for the retail banners in FGL Sports and at Mark’s. Duncan’s work with the Company’s brand has been recognized through numerous industry awards, including a Bronze Lion in the media category at Cannes Lions 2013, Marketing Magazine’s 2013 Marketer of the Year for Canadian Tire Corporation and Marketing Executive of the Year in 2013 by the International Business Awards.

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