Canadian Tire now sees itself as an embodiment of national values that must also keep up with the times, strategist says. Find out more.
As the negative press surrounding Hockey Canada’s handling of sexual assault allegations mounted, the list of famous companies seeking to create distance grew longer and longer: Bank of Nova Scotia, Canada’s third-biggest bank; Telus Corp., the country’s third-biggest telecommunications provider; Restaurant Brands International Inc.’s Tim Hortons, the ubiquitous coffee and doughnut chain; Imperial Oil Ltd.’s gasoline retailer Esso; Empire Co. Ltd.
“They’ve been making a real effort to move beyond that stereotype of the guy that shops for tires and some sporting goods and they’ve really been focusing on looking at how to attract the female customer,” Hutcheson said. “With a brand purpose of ‘making life in Canada better,’ that directly conflicts with supporting an organization that has some not-so-good stuff going on right now.
A year prior, Medline had purchased Foranzi Group Ltd., owner of the SportChek and Atmosphere sporting goods chains. And in 2010, it had signed a five-year deal with the National Hockey League to be the league’s official sporting goods retailer and an official partner of the All-Star games and Stanley Cup playoffs. The company also launched the Canadian Tire Hockey School, a series of camps led by NHL athletes for younger players.
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