Roots launches #sweatstyle campaign for 43rd anniversary

By

Jennifer Braun

Published
Aug 17, 2016

In celebration of its 43rd anniversary, Roots launched on Monday a campaign in support of emerging Canadian musicians.
 
Baptized #sweatstyle, the campaign is an original collaboration between the lifestyle brand, eight artists and four major record labels.  
 

The campaign includes in-store musical performances in Canada and the US, a series of artistic portraits where artists will interpret the theme of “sweatstyle” in his/her own personal way, as well as a national marketing campaign promoting the musicians.
           
“As a company that really focuses on creating Canadian creative content and stories we feel that it’s important to support others that are doing the same,” says James Connell, Roots VP of Marketing and Ecommerce, to Fashionmag.
 
In fact, Roots has a long history of working with Canadian musicians including Deborah Cox, Jacksoul/Haydain Neale, the Moffatts, Melanie Doane, and Maestro.

“We feel like there’s a great synergy between music and fashion […] Musicians often have an excellent personal style so we feel like there’s a great alignment that we try to use to raise our iconic products that we are known for as something that can be worn in different ways to express your own personal style,” adds Connell.
 
Performances will take place over the next few weeks in Roots stores across Canada and the U.S. by the likes of YouTube singer Ruth B., electronic pop duo Humans, country-music singer/songwriter Meghan Patrick, and more. Campaign images will also launch in Roots stores in Asia this fall.