Launch will introduce the Adrenaline cultural centers and become a platform to increase charitable offerings through Adrenaline Awareness
San Diego, October 3 – This Thursday, Adrenaline Lacrosse will celebrate the grand opening of a new flagship store and cultural center in the Historic Snowflake Bakery building of downtown San Diego. The opening will mark the completion of the first Adrenaline cultural center, initially set to expand to 9 such stores in the western United States. Fully functioning stores with a full breadth of Adrenaline product, these cultural centers will also serve as an educational and community hub by bringing the top NCAA and professional minds in the game to hold sessions. Adrenaline also will utilize these centers as a jumping off point for multiple charity based initiatives under their Adrenaline Awareness project. The top lacrosse players and trendsetters from around the country will be on hand this weekend to christen the new flagship store. The Snowflake launch, hosted by Happy Madison films regular, Peter Dante, will feature the 2012 Adrenaline Winter Line, an interactive art exhibit, live DJ, and a host of LXM Pro athletes. The launch will be streaming live via The Lacrosse Network on YouTube.
In addition to the introduction of the first Adrenaline cultural center, the launch coincides with larger goals this month for the organization. Throughout October, Adrenaline Lacrosse will host events that benefit breast cancer, testicular cancer and Parkinson’s disease. This month, custom breast cancer awareness socks are available at Adrenaline retailers. All proceeds will be donated to the Kelly Rooney Foundation. To drive visibility of these Adrenaline Awareness events, every store purchase this month will come with a free Adrenaline item.
Through the Adrenaline Awareness initiatives, Adrenaline Lacrosse hopes to educate youth on global issues and grow complete players who have a passion for giving back. “The launch of our cultural centers is about something much larger than the opening of a store. It’s the introduction of a cultural movement, a step in the right direction for the sport, and a means to spread the message of Adrenaline Awareness,” explains Alex Cade, President of Adrenaline Lacrosse.
Since its inception, Adrenaline Awareness has involved thousands of players, coaches and Adrenaline staff in a revolving door of annual events:
• Catamount Classic: Testicular Cancer, Dana Farber Cancer Institute (Oct)
• Play for Parkinson’s (Oct)
• Breast Cancer Awareness: Kelly Rooney Foundation (Oct)
• George Boiardi Foundation: Provides sports and leadership to disadvantaged youth (Oct)
• Marks Run: Juvenile Diabetes Foundation (May)
• Tyler Lucas Scholarship Fund (June)
• Blackcard Showcase, Prostate Cancer Research (June)
• One World Lacrosse, Clean Water Initiative (July)
About Adrenaline Lacrosse
Adrenaline has motivational moments through the entire life cycle of a youth lacrosse player, from beginner leagues, to high school aged Starz Lacrosse teams, to involvement in college recruiting. In 2012, a merger with LXM Pro completed the life cycle by adding a professional league under its organization. Adrenaline’s passion for the sport extends to staff involvement in coaching, as well as the Adrenaline Awareness charity initiatives that currently benefit more than 8 causes. With the opening of its flagship store, Adrenaline will soon have 9 cultural centers across the western United States to help educate and outfit those passionate about lacrosse, and provide an avenue for giving back. Adrenaline also has a popular lifestyle apparel brand, Adrenaline Movement, that has exploded onto the scene and can be found in sporting good stores across the country and online. Adrenaline Lacrosse is a San Diego based company of 85 employees was founded in 2001. For more information on Adrenaline Lacrosse visit www.adrenalinelacrosse.com or www.adrenalinemovement.com.