Founded in 1979 by Patti Russell, Brian McGrath and David Russell, the company’s personality is as distinctive as the product lines it carries. Sporting Life does more than just sell sporting goods and fashion: they are proactive in social responsibility and a reflection of the community it serves.
Customers keep coming back to the Sporting Life environment because of the excellent customer service, great value and outstanding selection.
In the early years starting in 1979, we were devoted to building a clientele for ski equipment, running shoes, racquet sports gear and fashion apparel for sports enthusiasts.
27 years later, Sporting Life is an operation that consists of two flag ship stores, a bike and snowboard specific store and a store located in Collingwood, heart of the ski country in Ontario 1 and _ hours north of Toronto. A store dedicated to servicing the Collingwood area, its private ski clubs and the Toronto market.
Sporting Life lives what it sells.
Sporting Life sponsors grass root skiing and is deeply involved with racing and freestyle programs. They are an official retailer to the Canadian National Ski Team and sponsor major sporting events such as The Rogers Cup Tennis Tournament, 2 of Canada largest 24 hour mountain biking events and The Sporting Life 10K, Canada’s fastest 10K running through downtown Toronto, all for Camp Oochigeas, a children’s camp for kids afflicted with Cancer.
Sporting Life also invests a lot of money into its advertising and marketing campaigns that combine some of Toronto’s biggest billboards, a high traffic website, a concentrated email database defined by lifestyle, an annual full page newsprint campaign and a new interactive private digital network infrastructure within its store which enables them to not only market themselves by its brands that they carry but also by using kiosks as the consumer interface.