WINNING GOLD AT THE OLYMPICS

For two weeks in February, the eyes of the world were on Torino, Italy as the XX Winter Olympics took place. Roots was centre stage, thanks to its work as the official outfitter of Team USA. At the opening ceremonies, watched on TV by an estimated two billion people, Roots received huge recognition and widespread media attention for the distinct look of the large US delegation as it entered the stadium. Each athlete wore a beautiful white leather jacket and the Roots beret (in red, white or blue).

NBC’s Today Show announced live from Torino that the Roots Team USA beret was voted the trendiest, must-have Olympic item at the Winter Games. Standing outside in downtown Torino, host Katie Couric modeled the beret as she told viewers that Roots won the Today Show’s online poll by a landslide, taking 58% of the votes. As she spoke on camera, dozens of smiling spectators behind her were also wearing the beret.

Adding to the success of Roots in Torino, Speedskater Apolo Ohno, the US athlete that Roots sponsored, became one of the main stars of the US Team after winning three medals (including a Gold). He made several media appearances dressed in Roots.

In addition to being sold at Roots stores in the US, the Olympic collection was also available for the first time at some 1,400 Target stores throughout the country.