Adrenalin Source for Sports has been a staple for Calgary’s hockey and baseball communities since 2007. With plans to open a new North Calgary location, they partnered with Strut to build buzz, boost brand recognition, and make sure Calgarians knew this expansion was from Adrenalin—not just any Source for Sports.

As creative director of design and art director, I helped bring the “FEEL THE ADRENALIN” campaign to life across every touchpoint. From bold transit takeovers and direct mail to video spots featuring NHL stars Cale Makar and Adin Hill, the campaign was designed to tap into the emotion of sport while building clear brand association.

We created excitement leading up to the opening with targeted media, in-store experiences, and community-focused promotions. The results spoke for themselves: Adrenalin’s new store broke the company’s all-time single-day sales record, with the original location also seeing record numbers.