Red Sunglasses Campaign to Support Canadian Olympic Team

The Canadian Olympic Foundation announced a new initiative that hopes to turn red sunglasses into the must-have item that red mittens were during the Vancouver Winter Olympics in 2010.

The foundation announced the campaign, which is in partnership with The Hudson’s Bay Company, will see a third of the proceeds from the sunglasses go to Canada’s high performance athletes. The shades are priced at $10 and will also reportedly be available in 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.”

The Hudson’s Bay Company has a long history of supporting Canadian athletics. Since 2006, the company has donated $35 million to the cause.

“There is a growing sense in this country that our athletes matter and that they deserve to be supported,” Canadian Olympic Committee President and Chair of the Canadian Olympic Foundation, Marcel Aubut said. “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.”

The red mittens with a white maple leafs on the palms were a huge hit across the country in 2010. About 3.5 million pairs were sold, generating $14 million to support Canadian athletes. Canada owned the podium in Vancouver, finishing with 26 medals, including 14 gold medals. Next up are the 2014 Winter Olympics in Sochi, Russia.