• by Larissa Faw , December 2, 2015

Families often develop fond memories of the holidays and this year Sports Authority is attempting to capitalize on such remembrances with its Make Memories campaign.

Developed with agency Kuhl Swaine, the multi-faceted effort features the tagline "Not all memories happen under the tree," by showcasing how families can turn everyday moments into something special.

One TV spot, for instance, shows a young mom baking a pie before joining her family outdoors to play soccer. Another clip features two young boys turning a snowman into a snow football player. Three :30-second TV spots are running across national media through December 24. 

"This year's campaign focuses on the importance of spending time with the family during the holiday season, and the memories you can make in doing so," says Ron Stoupa, executive vice president/chief marketing officer, Sports Authority. "Our previous campaigns have never been so family-focused.  This year, we wanted to create an emotional connection with our customers and encourage them to make memories of their own this holiday season."

Sports Authority also developed a video using footage captured from an event where children from  a Boys & Girls Club of America  were surprised with presents from their wish lists and an unexpected appearance from Santa.

In addition, families are encouraged to share their own moments via social media.

“Our #makememories campaign and hashtag is intended to be inspirational and uplifting,” stated Stoupa. “Whether it’s your first snowball fight, skiing down the mountain without a single spill or spending quality time with family and friends, these are all experiences that are often our most unforgettable."

Sports Authority has worked with Kuhl Swaine since July.