Sport Chek announced it will add Canadian snowboarding phenom Mark McMorris to its team of Canadian Olympic hopefuls. In recent years, McMorris has soared through the ranks as one of the top snowboarders in the world, excelling in slopestyle and big air events and is the current 2013 Winter X Games Slopestyle titleholder.

At just 19 years of age, McMorris joins a team of seven other Sport Chek sponsored athletes: Chris Del Bosco, Erik Guay, Charles Hamelin, Kaillie Humphries, Meaghan Mikkelson, Jon Montgomery and Maëlle Ricker. McMorris will be a key player in Sport Chek grassroots initiatives and in bringing the new Sport Chek marketing campaign, 'What it Takes' (#whatittakes), to life this fall. The campaign celebrates Canadian Olympic hopefuls and showcases 'what it takes' to become one of the best athletes in the world. The partnership with Mark solidifies Sport Chek as a top destination for ski and snowboard equipment and apparel in Canada, engaging a younger demographic, as Sport Chek joins forces with the biggest name in Canadian snowboarding. The partnership also includes the opportunity for McMorris to work with other members of the Canadian Tire Family of Companies on select projects.

“We are thrilled to announce that Mark McMorris will join the outstanding talent on Team Sport Chek,” said Michael Medline, President of FGL Sports – parent company of Sport Chek. “As a globally recognized athlete and an idol to many young Canadians, Mark embodies the Sport Chek values of dedication, hard work and perseverance. Partnering with such a tremendously talented athlete leading into Sochi is an exciting move for our organization and the sport community. Mark has proven that he can compete with the best, and come February, our country will once again be on its feet, cheering on a new wave of Olympic heroes.”

“With Sochi on the horizon, everything I do from now until then is with a purpose,” said Mark McMorris, Canadian Snowboarder and Olympic hopeful. “There's a lot of preparation that goes into an Olympic year, and knowing that an organization like Sport Chek – one that really understands and promotes sport – has my back means a lot. I'm stoked to join the rest of the Sport Chek athletes; it's always great seeing a Canadian company look after Canadian athletes.”

McMorris leads a generation of 'Aspiring Achievers' – young, highly-motivated, active Canadians – through his recent ascent from small town Regina to snowboarding stardom. By connecting with this demographic, McMorris is helping sustain momentum in the sport and draw world-wide attention to Canada's athlete pool. He has broken down the barriers and proven that finding the top of the podium doesn't have to be a dream – it can be a reality.

On October 5, fans will have the opportunity to experience a one-on-one shopping session with McMorris in Toronto at the Yonge Street Sport Chek Lab Store (2529 Yonge Street). McMorris will be in-store from 11 a.m. – 1 p.m. helping consumers shop and get properly fitted for this year's snowboard season. Among the season's top gifts is the Burton McMorris Process 3D snowboard, available exclusively at Sport Chek this winter.