The unlikely duo of a Calgary Flames goaltender and his pet rabbit has proven to be a fundraising powerhouse for a local animal charity, generating tens of thousands of dollars in a matter of weeks.
From Locker Room Mantra to Viral Merchandise
The initiative, dubbed Tito's Treasures, was launched by Flames backup netminder Devin Cooley in partnership with the non-profit Parachutes for Pets (PFP). The fundraiser features sweatshirts and hoodies emblazoned with Cooley's now-famous, zen-like post-game quote: "nothing matters, nobody cares, we're all gonna die." Alongside the phrase is an illustration of Cooley's rabbit, Tito, sporting miniature goalie pads.
Melissa David, the executive director of Parachutes for Pets, admitted the response has been staggering. "We were inundated with orders. It's insanity," David said, noting that Cooley himself had modest expectations. The organization initially hoped to sell a few dozen items but was quickly overwhelmed.
Global Demand and Round-the-Clock Production
In less than two weeks since the launch, PFP has received more than 1,000 orders for the $50 crewnecks and $55 hoodies, which the charity steam-presses in-house. The demand has been international, with inquiries and purchases coming from as far away as Australia and Sweden.
"We've been working around the clock," David stated, highlighting the logistical effort to meet the unexpected surge. "This is a huge number for us." The fundraiser has already generated an impressive $60,000 in revenue, a significant windfall for the organization.
100% of Proceeds Support Calgary's Pets in Need
Every dollar raised from the Tito's Treasures merchandise goes directly to Parachutes for Pets' programs. David confirmed that 100 per cent of the proceeds are used to stock the charity's pet food bank and fund emergency pet sitting services for Calgarians facing crisis.
"Fundraising is not easy these days, so this is something we'll keep doing as long as we have the orders rolling in," David added. The success follows previous collaborations with other Flames players, including captain Mikael Backlund and defenceman MacKenzie Weegar. Cooley and his girlfriend, Natalie, approached the charity to offer their help after learning of these efforts.
Cooley's involvement went beyond just lending his image and quote; he even visited the charity's operation to learn how to use the steam press and help with production. The garments remain available for order online at parachutesforpets.com or at the charity's two You Thrifty Animal stores in Calgary.
