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(Canmore, AB) – Alberta Alpine is pleased to introduce Sporting Life as our newest sponsor and supporter of alpine ski racing development in our province. For the past 35 years, Sporting Life is a place where customers in Ontario could find the best quality, brand name fashion and sports equipment that supports the active and energetic lifestyle. Sporting Life is now opening its first out-of-Ontario store this upcoming October 2016 at Southcentre Mall in Calgary, as a first step in its Western expansion plans.

As Alberta Alpine’s “Official Retailer”, Sporting Life’s initial sponsorship is for 5 years through the 2019-2020 season and focuses on providing access, service and support for all levels of ski racers and their families.

Alberta Alpine President Nigel Loring sees the new relationship as a “natural fit”, going onto explain: “Our members represent a large and active segment of the outdoor sport enthusiast market with a broad and impactful presence across Alberta and beyond. Sporting Life’s commitment to providing the highest quality of products and service will provide positive and lasting value for all members and the community.”

John Roe, Sporting Life’s Director of Marketing & Advertising noted: “Ski racing has been a pillar to our business since our inception. For 36 years we have provided funding, services and a support network via our staff and their unique service ability, travelling around the globe, all year round working with athletes at the National Level and supporting the kids at the entry level. Our services are current, our team’s talents are learned from the best, and most of all, we take care and pride to help athletes be the best they can be. Our new service center will have the second of only 2 base grinding machines in the country, The Wintersteiger NC – if you want fast, this thing will get you there.”

“We look forward for you to see what we have built. We would consider our new 43,000 square foot home to be your home for all things sport/outerwear/athletic wear and fashion.”