AthletesCAN launches “It’s Our Turn” athlete-centred marketing campaign

TORONTO – AthletesCAN, the association of Canada’s national team athletes, is proud to announce the launch of It’s Our Turn, a new athlete-centred marketing campaign, highlighting the importance of the athlete representation movement across the Canadian sport system.  

The new campaign focuses on the stories of athlete leaders across the 68 sports eligible for AthletesCAN membership. In particular, the campaign highlights a pivotal moment for a new era in sport governance, underlining the athlete representatives’ respective journeys into the athlete advocacy movement both in their careers and within their National Sport Organizations (NSOs).

"Athlete representation isn't just a matter of fairness; it's a catalyst for positive change. It ensures that the sport system evolves with the times, fostering a culture of inclusivity, fairness, and innovation, paving the way for policies that prioritize the well-being of athletes, and the sustained growth of the sports we love."

Erin Willson - AthletesCAN President and artistic swimming Olympian

The campaign is headlined by a promotional video launching today, with customized assets also built for each of the 68 NSOs. In addition, a new Athlete Rep Spotlight profile series is set to kick off, with teaser clips posted weekly to AthletesCAN’s digital channels alongside the full interviews on AthletesCAN.ca.

Each conversation features a national team athlete, who has either served as an informal or formalized NSO Athlete Representative, an official Athlete Director on their NSO’s Board or as a  member of an NSO or Multisport Organization Athlete Council / Committee. Production of the interview series is being supported by the AthletesCAN Creative Champions and the AthletesCAN Awareness Committee which is responsible for overseeing the organization’s membership, marketing, communications and partnership initiatives.

“‘It's Our Turn’ speaks to the athletes, urging them to step into roles that extend beyond the field of play. Their experiences, insights, and voices are not only valuable but essential. The decisions made at the highest levels should be informed by the authentic narratives of those who compete."

Susanne Wereley - Awareness Committee Chair, Olympic rowing champion and AthletesCAN Board Member

The campaign builds on a pair of recently-announced initiatives, including the ongoing National Team Athlete Town Halls in collaboration with the Canadian Olympic and Paralympic Sport Institute Network (COPSIN) and Minister Qualtrough’s launch of the Future of Sport in Canada Commission to address the history of systemic abuse in Canadian sport and its underlying causes. 

Canadian national team athletes are invited to register for the Town Halls to give feedback on their athlete experiences, with events remaining in Winnipeg (Feb. 27), Montreal (Mar. 12) and Calgary (Mar. 26). Full details are available here.

About AthletesCAN

AthletesCAN, the association of Canada’s national team athletes, is the only fully independent and most inclusive athlete organization in the country and the first organization of its kind in the world.  As the voice of over 6,000 current and recently retired Canadian national team athletes, AthletesCAN membership spans 68 sports across the Olympic, Paralympic, Pan/Parapan American, and Commonwealth Games, and those currently funded by Sport Canada competing at Senior World Championships.

AthletesCAN ensures an athlete-centered sport system by developing athlete leaders who influence sport policy and, as role models, inspire a strong sport culture, through educational resources, support, training and professional development.  

Follow us on social @AthletesCAN and Join #TheCollective today.

For more information, please contact:

Alan Hudes
Manager, Communications and Sport Partnerships
613-526-4025 Ext. 224
[email protected]