Roots Brings Fans Together for a Summer of Sport with New Community Experiences

TORONTO--(BUSINESS WIRE)--As Canada gears up for a landmark summer of sport, Roots is bringing fans closer to the excitement through a series of activations designed to celebrate national pride, build community and create meaningful ways for Canadians to participate. From in-store retail experiences to fan-focussed programming, Roots is turning passion for the game into shared experiences across the country. Doing what we do best: bringing people together, celebrating our Canadian roots, and creating pieces that become part of the moment.

“Sport has a unique way of bringing people together, and this summer feels especially meaningful for Canadians,” said Leslie Golts, Chief Marketing Officer at Roots. “Roots has always been a champion of connection and culture and has a deep athletic heritage. Ahead of one of the country’s most anticipated summers of sport, we wanted to create multi-touchpoint experiences within our own retail spaces, and beyond where fans can connect, celebrate their pride, and feel part of something bigger as the excitement builds across the country.”

The Fan Edition: May 29-30

The Fan Edition will transform select Roots stores across Canada into fan hubs where customers can customize their Summer League jerseys, connect with fellow supporters, and kick off the summer of sport in style.

Timed to capture the momentum leading into the biggest summer tournament in the world, the two-day activation blends retail with experience, offering fans a destination to show their team spirit and prepare for the season ahead.

• Complimentary Customization: Customers who purchase any Summer League jersey will receive complimentary number and patch customization in-store.
• Be The First in Line: The first five customers at each participating location will receive a complimentary jersey with customization of their favourite number.

The Fan Edition will be available at six key locations across Canada: Toronto (80 Bloor Street, CF Toronto Eaton Centre, CF Sherway Gardens and Yorkdale Shopping Centre), Vancouver (929 Robson Street), and Edmonton (West Edmonton Mall).

Home Base Viewing Parties: June 12-14 + June 18-21

Extending beyond retail, Roots is also introducing Home Base, a new hospitality experience designed to bring fans together and celebrate the excitement of the world’s game on home soil. Inspired by the energy of gathering around the biggest moments, Home Base creates a place for fans to connect, cheer on the home games and experience this special moment together.

Win the Best Seats in the House: Through exclusive VIP table experiences at participating restaurants across Canada, fans will have the opportunity to gather, watch, and celebrate together in a premium game-day setting. Winners will get the best seat in the house to watch the game and perks from food stipends to unique Roots related thoughtful extras. Restaurant goers will also have the chance to win prizes like a Roots Summer League Jersey, hats, bag charms and more.

• Participating Restaurants: Central Ossington, Central Vancouver, Earls Financial District, Earls King West and Earls Yaletown.
• Shop: Need a game-day fit, stat? Roots Summer League jerseys will be available for purchase at select restaurant locations on June 12 and June 18, and in-store or online, while supplies last.

Roots Worldwide

As fans gear up and get into the spirit of cheering on their favourite teams this summer, Roots has introduced the new Worldwide Collection, a celebration of global sport, cultural connection and the shared energy that brings people together. Designed and made in Canada, the collection pays tribute to the passion and identity of international teams while creating space for everyone to join the moment. Built as a wardrobe for global fandom, the collection seamlessly moves from match day to everyday moments, uniting sport, culture and community through thoughtfully crafted pieces handcrafted in Toronto with premium organic cotton fibres. Grounded in Roots heritage and inclusivity, the collection also gives Canadians a way to show up and bring a sense of home to the world stage.

Follow @Roots on Instagram and TikTok for chances to win a table for the Home Base Best Seats in the House experience, prizing at participating restaurants, and more.

About Roots:

Established in 1973, Roots is a global lifestyle brand. Starting from a small cabin in northern Canada, Roots has become a global brand with over 100 corporate retail stores in Canada, two stores in the United States, and an eCommerce platform, www.roots.com, that serves many international markets. We have more than 100 partner-operated stores in Asia, and we also operate a dedicated Roots-branded storefront on Tmall.com in China. We design, market, and sell a broad selection of products in different departments, including women’s, men’s, children’s, and gender-free apparel, leather goods, footwear, and accessories. Our products are built with uncompromising comfort, quality, and style that allows you to feel at home with nature. We offer products designed to meet life’s everyday adventures and provide you with the versatility to live your life to the fullest. We also wholesale through business-to-business channels and license the brand to a select group of licensees selling products to major retailers. Roots Corporation is a Canadian corporation doing business as “Roots” and “Roots Canada”.

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