ROOTS Partners with Canadian Musicians

In celebration of their 42nd anniversary, leading Canadian lifestyle brand actively supports the Canadian music industry with their iconic #sweatstyle campaign

TORONTO, Aug. 12, 2015 /CNW/ - ROOTS CANADA, an iconic Canadian fashion retailer celebrates the Canadian music industry with its new August 2015 global campaign, "#sweatstyle". Featuring a diverse cast of Canadian musicians, ROOTS CANADA highlights Canadian artists and what inspired their careers in the music industry.

The campaign will feature many JUNO Award winning and Grammy nominated artists including; Canadian icon k-os; cattle rancher and country singer/songwriter Brett Kissel; French-Canadian singer-songwriter Sophie Pelletier; Tokyo Police Club frontman Dave Monks; breakout pop-star Francesco Yates; indie pop darling Hannah Georgas; country music singer Kira Isabella. Each artist was captured at notable Toronto landmarks such as The Drake Hotel, The Berkeley Church, and Kops Records. It will be seen in ROOTS stores across Canada, the United States and Asia; on transit shelters in major markets across Canada; and through a variety of digital channels.

"The campaign is a true collaboration between the artists, Sony Music, Dine Alone Records, Warner Music and Roots.The #sweatstyle campaign launches August 13th in celebration of our 42nd anniversary with 42% off all Roots sweats, one day only at Roots stores and," explains Raymond Perkins, Director of Culture at ROOTS.

Additionally, in partnership with Dine Alone Records, Roots has created a first-ever pop-up shop/side stage at Riverfest Music Festival in Elora, Ontario, August 14 - 16. The Dine Alone X Roots, 'Wax on Wheels' stage will offer clothing featured in the campaign and will showcase a long list of talented performers. Roots will be supporting many more Canadian music oriented events and promotions over the next few weeks nationally as part of the campaign.

Roots Canada is incredibly proud of the collaboration —a uniquely Canadian campaign that brings awareness and gives back to the Canadian cultural industry. Music and musicians have helped define the Canadian identity, much like Roots iconic Salt and Pepper sweats are a symbol of Canada worldwide.

SOURCE Roots Canada Ltd.

Video with caption: "Video: Listen to Canadian musicians k-os, Brett Kissel, Sophie Pelletier, Dave Monks, Francesco Yates, Hannah Georgas and Kira Isabella speak about what music means to them in the most recent Roots #sweatstyle campaign. Let's support Canadian musicians that have inspired Roots for the last 42 years.". Video available at:

Image with caption: "Roots Canada features Canadian musicians in their global #sweatstyle campaign. (CNW Group/Roots Canada Ltd.)". Image available at:

For further information: Laura Simpson at:, 416.569.8457


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