The CFL wasn’t planning on launching its “Diversity is Strength” campaign until Grey Cup week in Ottawa, but a decision by one of the league’s executives has turned out to be a huge positive.
CFL director of marketing Christina Litz had the idea come to her to start the campaign last Sunday in Regina after seeing what happened in Charlottesville, Virginia.
Appearing on 620 CKRM’s morning show Friday with Jamie Lewis and Gloria Evans, Litz said she had an idea of beginning the campaign early, and after making a phone call to commissioner Randy Ambrosie it was a go.
Litz says one of the CFL’s strengths has been diversity as it is something found in every dressing room across the league. She had no idea what would happen once the campaign was made public with it going international, and Ambrosie discussing it on CNN with other interviews planned with American networks like ESPN.
As for the shirts that have become very popular, Litz says you can get them by going to the CFL website. You can also get them at the Rider Store with the first shipment expected Saturday.
She says shirts that went to Winnipeg before Thursday’s game between the Bombers and Eskimos sold out before kickoff.