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Canadian Olympic Foundation Launches Red Sunglasses Initiative In Support Of Canada’s Olympians

One third of the proceeds will directly support Canada’s elite athletes

May 7, 2013, TORONTO – Today, the Canadian Olympic Foundation, in partnership with the Hudson’s Bay Company announced that its red sunglasses will go on sale at Hudson’s Bay stores across Canada. Building off the success of the tremendously popular red mittens campaign, one third of the proceeds from each pair sold will go directly to supporting high performance sport and athletes in Canada. The iconic summer item will retail for $10 and is available in three different colours – red, white and black.

“Our athletes are truly fortunate to have such a devoted partner in sport,” said Adam Van Koeverden, Chair of the Canadian Olympic Committee Athletes’ Commission. “It is because of partnerships and initiatives such as these that our athletes and National Sports Federations continue to be able to excel and deliver results during international competition. It is my hope that Canadians will embrace this opportunity to assist our deserving athletes who are aspiring to write our country’s next great Olympic moments.”

Canadian Olympic Committee President and Chair of the Canadian Olympic Foundation, Marcel Aubut is delighted that the sunglass initiative is being launched, offering Canadians an opportunity to support their sport heroes. “There is a growing sense in this country that our athletes matter and that they deserve to be supported,” said Aubut. “The 2010 Vancouver Olympic Games fundamentally changed Canada’s relationship with our athletes, and I know that Canadians will respond positively to this campaign. Our nation is ready for more great Olympic magic and what a wonderful way for Canadians to play a part in making that a reality.”

Since 2006, Hudson’s Bay has proudly donated more than $35 million to support Canadian athletes through the Canadian Olympic Foundation and other national sports organizations and initiatives.

“We are so proud to be able to continue to contribute to some of Canada’s best athletes,” said Bonnie Brooks, President, Hudson’s Bay Company. “These individuals are not just great sport role models, but they truly are great Canadian heroes. Our company takes pride in the relationships we have built with Canada’s Olympic movement.”

The Canadian Olympic Foundation is a national charitable organization established in 2007 and raises funds to support high performance athletes and sports with the greatest potential to reach the podium at world and Olympic events.  The Foundation is supported by charitable gifts from individual donors and corporate partners.

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Canadian Olympic Committee Media Office:          
Jane Almeida, Manager, Media Relations
Tel: 416-324-4120 / Cell: 416-540-1788

Dimitri Soudas, Executive Director, Communications
Tel: 416-324-4136 / Cell: 289-388-6419

Hudson’s Bay Public Relations:
Michelle Veilleux, Manager, Public Relations
Tel : 416-861-4306
Email :