With the Games on the horizon, Premier National Olympic and Paralympic Partner Canadian Tire is looking to tap into Canada’s celebrated team spirit.

Working with athletes like Connor McDavid and Jonathan Toews, the retailer aims to highlight the country’s love for Team Canada with the launch of its latest “We All Play for Canada” campaign. Along with a rousing new television and digital campaign, the company is giving Canadians at home a unique opportunity to show our athletes the whole country is behind them, and the depth of our passion for Canada’s national team.

“Just knowing there are people out there cheering you on can be a game-changer,” says Edmonton Oilers Captain Connor McDavid. “I’m proud to show my support this year. Every Canadian should be.”

As part of its Olympic and Paralympic efforts, Canadian Tire released an advertising campaign that focuses on the importance of national support behind Canadian athletes. “Tap” features Canadian Tire partners Wayne Gretzky, Jonathan Toews, Connor McDavid, Hayley Wickenheiser and Rick Hansen. Inspired by the stick tap, the traditional sign of respect, admiration and sportsmanship shown by hockey players, the ad demonstrates the support of all Canadians by joining them in tapping for our athletes.

“Athletes competing in the Games can feel like they have the weight of the country on their shoulders,” added Chicago Blackhawks Captain Jonathan Toews. “We want to let them know we’re all here to lift them up and support them while competing in South Korea.”

Canadian Tire is also bringing back its popular Red Door, which will travel across the country providing friends, family and fans the opportunity to offer their support face-to-face to Canadian Olympians and Paralympians in PyeongChang. Additionally, the retailer will introduce ‘The Golden Stick,’ a gold hockey stick that will travel from coast to coast to rally the support of Canadians at community events, giving them an opportunity to ‘tap’ the Stick to symbolize their support. Equipped with a counter designed to tally the number of taps received for Canada’s athletes, the Stick will make its way across the country before ultimately arriving at Canada Olympic House.

“We want to bring everyone into the action,” explained Eva Salem, vice president of marketing at Canadian Tire. “Our athletes are competing for us, so the thought of being there for them is incredibly powerful.”

Airing from January 19 through the Paralympics, the campaign resonates with a strong message: Canada is there to support our athletes, because We All Play for Canada.

Canadian Tire’s retail segment also includes Mark’s, a leading source for casual and industrial wear and FGL Sports (Sport Chek, Hockey Experts, Sports Experts, National Sports, Intersport, Pro Hockey Life and Atmosphere).