Finish Line is getting into a new game.
The Indianapolis-based athletic chain announced a multiyear partnership with the Special Olympics this week. As a part of the initiative, Finish Line will be the only national sponsor of the organization’s TRAIN (Testing Recreational Activities & Improving Nutrition) sports assessment and education program.
During the back-to-school selling season, sales of specific product at the retailer’s 635 locations will go toward the Special Olympics. A donation program during the holidays also will be implemented.
“Finish Line has always supported worthy nonprofit organizations, yet we searched for some time to identify a single signature cause that our employees, customers and vendors could help us rally around in a meaningful way and make an enduring impact,” Finish Line chairman and CEO Glenn Lyon said in a written statement. “The Special Olympics is the one organization that our customers and employees cited in recent independent research as a cause that they are not only passionate about but that also suits our brand particularly well.”