UNITED IN VICTORY

In early June, the Roots United collection arrived in stores just ahead of the opening kick off of the World Cup soccer tournament. Made up of soccer jackets, jerseys and T-shirts, the collection was created in honour of countries playing in the FIFA World Cup, which takes place every four years. As the largest, most anticipated, most widely viewed international sport event, the World Cup and the Roots United line proved a potent combination in Canada’s multicultural cities.

The collection featured 16 teams/countries participating in the tournament, all of which had huge numbers of fervent supporters in Canada. As a result, Roots United proved a run-away success, with many models/countries selling out.

The eye-catching ad campaign for Roots United featured Haydain Neale from the Toronto-based band Jacksoul and Marissa Roberto, a Saskatoon-born dance artist of Italian descent.