Did you know that socks are the MOST NEEDED, but LEAST DONATED items for those in need?
In 2020, Performance Hockey Academy + Brampton Hockey teamed up with the amazing Sock Footage - raising 250+ socks for ReGeneration Brampton to help our community’s most vulnerable individuals during the holiday season.
Why Sock Footage?
While it is amazing for brands to give away products or donate a portion of their proceeds on behalf of their customer base, in founding Sock Footage, Marisa Sheff was hoping to take the same 1 to 1 model one step further. Having been involved in and volunteered at a number of charitable organizations over the course of her lifetime, Marisa has had the opportunity to work closely with members of the homeless community.
Through her work, she quickly realized that there was a common thread among the individuals with whom she crossed paths: they all craved connection and conversation. They wanted to be heard and they wanted to be seen. Unfortunately, in this age of technology, we have lost authentic connection, and, as a result, many of our relationships have become short-lived and transactional. After a five year stint as a corporate account manager in the sock industry, she knew she wanted to find a way to combine her passion for socks with giving back to those less fortunate.
Socks are the most needed, but least donated items at homeless shelters. As such, for each pair of socks purchased on their site, a donation pair is provided courtesy of their brand in an effort to support our members in reclaiming that meaningful, in-person donation experience.
Their #PAYITFOOTWARD initiative was created to remove some of the stigma around homelessness.
On December 23rd, 2020, Justin Ambrose of Performance Hockey Academy, alongside his two sons, Hudson and Jack, and Mayor of Brampton, Patrick Brown, presented ReGeneration Brampton with 250+ socks for those in need - and we can't wait to do it again next year!
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