SOWI athlete Daina Shilts selected as face of Finish Line’s Holiday Campaign

November 3, 2017 Blog, Featured

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On November 1, Finish Line Youth Foundation announced that its 2017 Holiday Campaign Spokesperson would be SOWI’s very own Daina Shilts!

During this campaign, which will run from November 15 until December 31, Shilts will appear on promotional materials in more than 560 Finish Line stores throughout the United States. Customers will be invited to make donations to benefit Special Olympics during the campaign. This will be the sixth year in a row that Finish Line and Special Olympics will be partnering for this annual holiday campaign.

The retailer, which specializes in footwear and athletic apparel, also has five stores right here in Wisconsin that will be participating in the campaign. Online purchases during the campaign can also support Special Olympics.

Daina with her honorary ESPY

Daina with her honorary ESPY she received earlier this year

Shilts’ relationship with Finish Line began in April when she was invited to their headquarters in Indianapolis to speak at their Annual Meeting. She had just come off some impressive showings at the 2017 X Games and the 2017 Special Olympics World Winter Games where her dominance in snowboarding was on full display.

In September, the Finish Line Youth Foundation, the philanthropic arm of Finish Line, awarded Shilts with their inaugural Inspire Award for all her accomplishments in promoting inclusion in the Special Olympics movement. “I have made so many new friends at Finish Line,” Shilts said. “I am so honored. I never would have imagined that I, a little girl from a little town in Wisconsin, would be spokesperson for a national holiday drive like this.”

Daina Shilts on the medal stand

Daina Shilts on the medal stand at the 2017 World Winter Games

In a Q&A on Finish Line’s website published after the announcement of the campaign, Shilts expanded on her excitement in being selected as the face of the campaign.

“I am pumped because I love sneakers and athletic wear so I know the brand well and everyone who I have met from the company are amazing people,” Shilts said. “And Finish Line is the best because they support Special Olympics! Can’t wait to help spread unstoppable joy!”

Please join us in congratulating Shilts on this amazing honor! And don’t forget to head to your nearest Finish Line retailer or their website this holiday season to support Special Olympics when you make your holiday purchases!


  • Jim Hass

    Congrats Daina! You’ll do a great job!!!

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