GU Energy Labs, creators of the original energy gel, today announced a special edition of its premium performing Roctane line in support of Challenge For Kids, a new initiative aimed at generating $50,000 to buy prosthetic limbs for children. In conjunction with the Challenged Athletes Foundation (CAF), GU Energy has created Challenge For Kids in order to fill a critical need for children suffering from any limb-loss malady – from traumatic amputations to disease-state complications to congenital effects.
Challenge For Kids has two main components – one of which directs all profits from the special Passionfruit Roctane to the Challenge For Kids initiative, the second a special online fund-raising campaign. The campaign has launched an online portal – www.Challengedathletes.org/GU — that allows anyone to donate to the cause, whether or not they buy Passionfruit Roctane. Athletes can establish their own team or launch their own individual fund-raising event platform, with all proceeds directed to the campaign. Additionally, people can choose to donate directly to any athlete’s Challenge For Kids campaign.
One of those athletes raising money for the campaign is Jeff Schmidt, an amputee whose dramatic finish last year in the Ironman World Championships helped spark the Challenge For Kids campaign. His direct campaign as he gears up for this October’s Kona race can be found here.
Virginia Tinley, Executive Director of the Challenged Athletes Foundation, said, “This is a major initiative and a great example of a brand stepping up to fill a critical need. The kids that will be helped by these efforts are truly heroic, and just need a chance to be active like their peers.”
