The 8-year-old boy killed in Colorado when he was struck by a float in a Labor Day parade was identified, according to reports.

Brycen Zerby was on a church float Monday in the Windsor Harvest Festival Parade when he fell and was run over, the Denver Post reported.

He was rushed to the Medical Center of the Rockies, where he was later pronounced dead from his injuries, according to authorities.

His father’s employer, Clear Water Products, launched a GoFundMe page to raise money for a memorial.

“No matter how much this thing raises, we’re going to take care of them,” company vice president, Jason Edwards, told the newspaper. “We’re going to be here.”