Reebok-CCM Hockey, a subsidiary of the Adidas Group headquartered in Montreal, has pledged more than $2000,000 worth of hockey equipment to those affected by the fires in Fort McMurray in northeast Alberta. Independent sporting goods store United Cycle and their partner, registered charity Sport Central, joined together in the effort to collect and distribute sports equipment to those in need.
The CCM donation includes a variety of items including skates, helmets and protective equipment. Additionally, CCM and its independent retail partners will work together to offer a 40-percent discount on all CCM products for residents of Fort McMurray.
The palletes of equipment will be sorted by United Cycle in Edmonton, with the final donation being made to Sport Central for distribution. Working collaboratively with Fort McMurray and area stakeholders, Sport Central will use the donation in the development of a new and sustainable equipment depot providing Fort McMurray and area residents with long-term access to sports gear.
“When people have been affected by life-altering devastation, it is important to do what we can as a community to help them return to normalcy,” said VP of Global Marketing and NA Sales, CCM Hockey, Sean Williams. “When we heard that Sport Central was looking for sport equipment donations, we felt it was our duty to help.”
Sport Central, a registered charity, was formed in 1991. Their primary objective is to gather, recycle and redistribute equipment to kids who cannot afford to play.
