Fanatics announced Friday that it has partnered with 15 Los Angeles-based professional sports teams and leagues to issue #LASStrong merchandise as forest fires ravage the area.
The fires have burned nearly 30,000 hectares and destroyed more than 10,000 buildings, leaving many homeless.
At least 10 people have died.
Among the teams included in the merchandise are the Dodgers and Angels, Chargers and Rams, Lakers and Clippers and Kings and Ducks, as well as the two MLS teams—the Galaxy and LAFC—and USC.
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“My heart breaks as we all watch the horror continue to unfold in Los Angeles and completely change so many lives. The devastation these fires have caused is unimaginable,” Fanatics CEO Michael Rubin wrote in a statement
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“Many people I consider family, including our employees there, have been directly affected, and our organization is coming together to try to make a real impact as quickly as possible. Today we are proud to have joined with the LA sports community to launch a new collection of ‘LA Strong’ merchandise.
Rubin added that 100% of the proceeds will be donated by fans, leagues and sports organizations to the LA Fire Department Foundation and the American Red Cross “as they continue their heroic acts to help as many people as be possible”.
“What’s happening is absolutely heartbreaking, and it’s our duty to use our platform in any way we can… and we’re working around the clock to find ways to bring additional relief efforts to LA. #LASStrong.”
Several sporting events in the area have been affected. The Kings and Lakers games were postponed and Monday night’s NFL playoff game between the Vikings and Rams has moved to Arizona.
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On Friday, it was announced that the Rose Bowl Half Marathon and 5K would also be postponed.
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