FRONT LINE > FIRST LINE: Levelwear partners with NHLPA to honour front-liners
The campaign is highlighted by the slogan “FRONT LINE > FIRST LINE” and will continue through the end of July.
FRONT LINE > FIRST LINE: Levelwear Partners with NHLPA to Honour Front-Line Workers for Charity Initiative
NHLPA Goals & Dreams kicks off campaign with $25,000 donation, while all profits from each campaign sale on levelwear.com will support Kids Help Phone
TORONTO (May 5, 2020) – As professional sports leagues around the world continue to pause activities and evaluate an appropriate return to action, Levelwear has aligned with the National Hockey League Players’ Association (NHLPA) on a charitable awareness campaign in Canada using apparel designs to honour the real heroes, front-line workers, with all profits from each sale benefiting Kids Help Phone.
The campaign is highlighted by the slogan “FRONT LINE > FIRST LINE” and will continue through the end of July. The collection of premium tee shirts, sweatshirts, and casuals for men, women and youth, will be supported by participating NHL players on social media and those who love the sport of hockey or simply want to support the front-line workers. Additional slogans encourage the efforts of those at home to ease the burden on front-line workers by promoting frequent hand washing and physical distancing. The full collection can be found online at levelwear.com and fans can join the conversation using the official hashtag #HonouringFrontLiners.
In addition, the NHLPA has amplified the charitable efforts by donating $25,000 to Kids Help Phone from their NHLPA Goals & Dreams fund to kick off the initiative.
Levelwear VP of Brands, Hyman Ngo said, “Everyone has been impacted by the COVID-19 pandemic and with our business being deeply rooted in sport, we wanted to connect with players and fans to thank those who have exceeded the call of duty and protected us all. Partnering with the NHLPA, we are able to allocate funds to a wonderful charity that is working diligently every day to help provide professional counseling to youth.”
Mathieu Schneider, Special Assistant to the Executive Director at the NHLPA added, “Our first line, our players, stand behind all of our front-line workers in gratitude for their extraordinary work. Together, with our great partner Levelwear, we are thrilled that all profits from this line of apparel will be donated to Kids Help Phone as they navigate through increased demands from youth during these difficult times.”
Katherine Hay, President and CEO, Kids Help Phone said, “During these unprecedented times, our young people have had to shift and adapt to circumstances that are unknown to all of us. It is with the generous support from both the NHLPA and Levelwear that we are able to be there, 24/7 for those who need support – wherever, whenever they need it. We’re in this together and Kids Help Phone is here for you.”