Meet Athlete Ambassador, Alexander Cantwell | Empire Family of Brands Fundraising Campaign 2026

Since joining Special Olympics in 2024, nine-year-old Alexander Cantwell has gained confidence, friendships and a sense of belonging that continues to grow both on and off the field of play.

Through Special Olympics Fundamentals and youth summer soccer programming in St. John’s, Newfoundland and Labrador, Alexander has found joy in being active, meeting new friends, and trying new sports — while his family has watched his confidence and social development flourish.

Ask Alexander what he loves most about Special Olympics, though, and his answer is simple:

“I love running, playing with my friends and playing basketball.”

For Alexander, being part of Special Olympics means more than learning new skills. It means connection.

“I get to play with my old friends, meet new friends, and play sports,” he says.

Alexander and his family first got involved with Special Olympics after friends mentioned they were joining the program. His parents say they were excited to sign up — and it quickly became one of the best decisions their family has ever made. 

One of his family’s proudest milestones came off the field of play, when Alexander — who has experienced social anxiety — felt comfortable making a new friend and inviting them over for a playdate.

For his parents, Melissia and Paul, watching his confidence continue to grow has been one of the most meaningful parts of their Special Olympics experience.

“We’re so proud seeing his self-esteem become better through playing sports, having fun, and becoming more confident and content.”

For the Cantwell family, Special Olympics has also created a community around them. Parents connect with one another, athletes cheer each other on, and friendships formed through the program have extended far beyond weekly sport sessions.

That sense of belonging is at the heart of this year’s Empire Family of Brands in-store fundraising campaign and its message: “Every best is personal.”

For Alexander’s family, the message reflects the importance of recognizing that every athlete’s journey looks different.

“Everyone has their own way of trying their best and achieving their goals; their best is what is most important,” they say. “Not everyone will do everything in the same way. Like I always tell Alexander, just try your best, because your best is always the most important — and have fun while trying.” 

When asked what he would say to Empire Family of Brands teammates and customers supporting Special Olympics athletes across Canada, Alexander’s message is simple and heartfelt:

“A great big thank you! We appreciate your support.”

From June 11 to 21, customers visiting participating Empire Family of Brands stores across Canada can donate $2 at checkout to help support Special Olympics athletes like Alexander — creating more opportunities for children, youth and adults with intellectual and developmental disabilities to experience sport, friendship, confidence and community.

As Alexander’s parents put it: “It gives them all a chance to be involved in sports, socialize, feel comfortable and content, and experience a sense of family and community. Being involved helps you have something to look forward to and be proud of.” 

And for families considering Special Olympics, their advice is immediate and enthusiastic:

“I would tell them to sign up right away. Special Olympics is our heart — it has been the best thing our family has done.”

You can support Special Olympics athletes like Alexander by making a donation this June 11 to 21 at participating Empire Family of Brands stores including: Sobeys, Safeway, Ontario Foodland, Atlantic Foodland and participating CO-OPs, IGA West, Thrifty Foods, Lawtons Drugs and Needs Convenience stores.

Learn more: www.specialolympics.ca/Empire