Grassroots basketball across Toronto was often overshadowed. To launch the new strategic partnership between Sport Chek and the Toronto Raptors, the Canadian sporting goods retailer created a fully-integrated digital campaign to celebrate the robust basketball community in the Greater Toronto Area (GTA). Chek aimed to showcase nine of Toronto’s neighbourhoods by spotlighting and sharing authentic stories and court culture under the banner #MyNorth, encouraging the basketball community to share their own unique stories. Inspired by the number of responses, Sport Chek opened a “giveback fund” to help sponsor and support local GTA basketball teams with new gear, equipment and tournament fees. Leveraging the momentum of the Raptors’ #WeTheNorth campaign, this grassroots approach succeeded in engaging the target audience and aimed to position Sport Chek as Canada’s top destination for all things basketball.