Roots Showcases New Canadian Sound

In celebration of its 43rd anniversary, Roots launches #sweatstyle campaign in support of emerging Canadian musicians

TORONTO, Aug. 16, 2016 /CNW/ - In keeping with its decades-long involvement with Canada's cultural community, Roots has created a new, wide-ranging project featuring many of the country's most talented up-and-coming musicians.

The campaign, which officially launches today in celebration of the 43rd anniversary of Roots, is an original collaboration between the lifestyle brand, eight artists and five major record labels. Collectively, the initiative reflects Canada's contemporary music scene, highlighting several genres and styles with performers from various regions in the country.

Working with Sony Music Canada, Warner Music Canada, Universal Music Canada, Dine Alone Records and Cult Nation, the campaign features an impressive roster: Juno-nominated singer- songwriter Scott Helman (Toronto); Edmonton singer songwriter Ruth B (Edmonton); indie-electronic duo Humans (Vancouver); country-music singer/songwriter Meghan Patrick (Bowmanville, ON); French-Canadian cover-girl turned chanteuse Charlotte Cardin (Montreal); underground hip-hop superstar Jazz Cartier; (Toronto); pop heartthrob Tyler Shaw (Coquitlam, BC); and the new Brampton, ON trio EMP. Listen to all these artists on the official Spotify Sweat Style playlist [Link:]  

The campaign, one of the most complex and extensive in the history of Roots, includes in-store musical performances in Canada and the US which will be broadcast on Facebook live; a series of artistic portraits photographed in Toronto wearing Roots in which each artist interprets the theme of "sweatstyle" in his/her own personal way; a national marketing campaign promoting the musicians via social media, newspapers, magazines, outdoor posters, store windows, digital channels, in windows and audio systems in 109 stores in Canada and five in the US and through our streaming partner, Spotify. In addition, through a special collaboration, many of the musicians in the campaign will be featured on VICE's digital verticals. Images from the campaign will also figure prominently in 130 Roots stores in Asia this fall.

"Arts and culture have always been an important part of Roots," says James Connell, VP of Marketing and Ecommerce. "We are a heritage brand that has a long history supporting the Canadian music industry. Our #sweatstyle campaign showcases many of the country's best and brightest emerging artists, celebrating their unique voice and individuality."

The official launch takes place on Aug.15 at a special media event in Toronto where the campaign will be unveiled before journalists, prominent members of Canada's music community and fans of Ruth B who will perform her smash hit "Lost Boy." Indie pop darling Hannah Georgas, who took part in our 2015 campaign, is also slated to perform.

"The campaign reinforces our desire to be at the forefront of supporting and showcasing Canadian talent," says Jim Gabel, CEO and President of Roots. "Our immersive 360° approach will celebrate Canadian culture and bring these artists to the Canadian public from coast to coast.  We are fortunate that artists have long turned to Roots to express their personal style."

This year's campaign builds on the success of the 2015 initiative that featured many JUNO Award-winning and Grammy-nominated artists including Canadian icon k-os; country singer/songwriter Brett Kissel; French-Canadian singer-songwriter Sophie Pelletier; Tokyo Police Club frontman Dave Monks; breakout pop-star Francesco Yates; country music singer Kira Isabella; and Hannah Georgas.

Since its inception in 1973, Roots has been involved in numerous projects supporting Canadian musical artists, including Deborah Cox, Jacksoul/Haydain Neale, the Moffatts, Melanie Doane, and Maestro.

SOURCE Roots Canada Ltd.

Image with caption: "Roots Canada works with emerging Canadian musicians on their #sweatstyle campaign: (from left to right) Charlotte Cardin, Humans, Ruth B, Jazz Cartier, Meghan Patrick, Tyler Shaw, EMP, Scott Helman. (CNW Group/Roots Canada Ltd.)". Image available at:

For further information: For more information and more campaign imagery, please contact: Robert Sarner, Director of Communication and Public Affairs, Roots Canada, Tel: 416-781-3574, ext. 4280, or Laura Simpson, Empire Public Relations, Tel : 416-569-8457,


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