Founded in 1979 by David Russell, Patti Russell, and Brian McGrath, Sporting Life came into being to offer a specialized retail experience for sporting goods . The idea sparked when the three co-founders, who were avid skiers, decided to create a store that catered to enthusiasts by offering carefully selected merchandise, with David focusing on sports equipment, Patti on fashion, and Brian on footwear . Today, Sporting Life is a privately held company, with a significant 75% share acquired by Fairfax in late 2011, though the founders retained a portion of the shares and remain involved in the business . Today, Sporting Life is mainly focused on sports retail and news, covering a wide range of athletic apparel, footwear, equipment, and lifestyle products. They offer items for skiing, snowboarding, cycling, running, and general fitness, stocking both popular brands like Nike and Adidas, as well as luxury labels such as Canada Goose, Moncler Grenoble, and Bogner . They are based in Toronto, Ontario, Canada, and have made a name for themselves among sports enthusiasts looking for high-quality gear and a "destination shop" experience . One interesting fact: A unique fact about Sporting Life is its significant role in supporting charitable causes through its annual 10K run. The Sporting Life 10K, which started in 2003, is a major fundraising event that takes place annually in Toronto, with all proceeds going to Campfire Circle (formerly Camp Ooch & Camp Trillium), a charity that provides enriching experiences for children affected by cancer .