A Kentucky-based clothing brand, New Frontier, was featured on the Super Bowl 59 pregame show, drawing attention to their efforts to support victims of Hurricane Helene. The company, co-founded by Joshua Ravenscraft, created “Appalachia Strong” shirts and hats to aid those impacted by the devastating hurricane that hit western North Carolina last September.
Ravenscraft expressed his hope that the millions of viewers would not forget the region, which often goes unnoticed. “The whole time, I was thinking about the hundreds and millions of people who have eyes on Appalachia, an area that’s famously overlooked,” Ravenscraft shared.
In response to the hurricane’s destruction, Ravenscraft and his team sent thousands of “Appalachia Strong” apparel items to those affected in October. Despite the passage of five months since the disaster, he believes the exposure from the Super Bowl pregame show will keep the region in the spotlight.
“The most important thing is it’s good for the people on the ground who still need help,” Ravenscraft emphasized.
Blake Clatterbuck, an Asheville resident, watched the pregame show and saw the t-shirts featured on camera as a reminder that much work remains. “There’s still a lot to be done, and the road to recovery is nowhere near in sight even though the most important and detrimental things have been addressed,” Clatterbuck stated.
Ravenscraft remains hopeful that the attention will continue to bring resources to the region. “Hopefully, this will bring in food, clothing, whatever resources they need,” he said. New Frontier plans to continue donating clothing as long as the community requires assistance.
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