Meet Athlete Ambassadors, Max Fielden | Empire Family of Brands Fundraising Campaign 2026

Now 13 years old, Max participates in swimming, soccer, track and field, and golf — a sport that has become an especially important part of his life. 

When asked about his favourite activity in Special Olympics, Max doesn’t hesitate: 

“Golf.” 

And while he enjoys the competition, the scores, and improving his game, what matters most to him is much simpler. 

“Having fun with my friends.” 

For Michael and Joanna, one of the most rewarding parts of watching Max participate in sport has been seeing how quickly his confidence and ability have grown — particularly on the golf course. 

That growth is why this year’s Empire Family of Brands in-store fundraising campaign message — “Every best is personal” — resonates so strongly with their family. 

For the Fieldens, inclusion in sport is not about creating separate expectations — it is about ensuring every child has the same opportunity to participate, compete, improve, and feel proud of what they can accomplish. 

“Everyone deserves to participate,” they say. “We just need to ensure the opportunity exists for everyone.” 

That opportunity has impacted far more than just Max’s experience in sport. In 2024, Joanna volunteered at the Special Olympics Canada Winter Games in their hometown of Calgary, where she witnessed athletes from across the country perform at an elite level and experience the pride of competing on one of the biggest stages in Canadian inclusive sport. 

Seeing so many athletes and peers of Max represented at that level — showcased and celebrated for their talent, dedication and determination — reinforced just how powerful those opportunities can be for athletes and families alike. 

It is also why the Fieldens hope Canadians will support Special Olympics athletes during this year’s Empire Family of Brands in-store fundraising campaign. 

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 Max — helping create more opportunities for children, youth and adults with intellectual and developmental disabilities to experience sport, confidence, friendship and community. 

And for families wondering whether Special Olympics could be the right fit for their child, the Fieldens share an encouraging message: