Canyon scores with event for JJB Sports

BELEAGUERED retailer JJB Sports has been working with Manchester live communications agency Canyon as it continues its fightback.

Wigan-based JJB, which has a wretched last two years, is trying to refocus as the UK’s leading sports retailer.

Canyon won a competitive pitch to produce an event for 300 store managers and retail support centre staff at the Reebok Stadium in Bolton.

New chief executive Keith Jones is rolling out its ‘Serious about Sport’ trategy aimed at steering the company back into profit.

The event at the Reebok was aimed at driving this message home to its store staff, and motivating them to deliver.

Using presentations, video content, a celebration of individual success, and endorsement from key partners including Adidas, Nike, Under Armour, Reebok and Puma, Canyon sought to restore employees’ pride in the business.

Former England Rugby Union captain Will Carling,was a guest speaker for Nike at the event.

Canyon also launched a new incentive scheme for JJB, which rewards staff for improving standards and service throughout its stores.

Jonathan Boyne, managing director of Castlefield-based Canyon, said: “By working closely with the senior team at JJB Sports, we created a powerful story that permeated its business and transformed attitudes with the business.”

Keith Jones, chief executive of JJB Sports added: “We hired Canyon because of its outstanding experience in the retail sector, which we wanted to harness as part of our strategy to transform JJB Sports.

“We’re introducing modern retail standards and disciplines into the business to improve our product offer to customers and we needed to get everyone in the business to buy into this from day one. Canyon has been instrumental in making this happen.

Canyon also works with Clarks, Proctor & Gamble, Dunelm Mill and Superdrug.