The Source

ROOTS OF A GREAT PARTNERSHIP

Project’s origins linked to an auspicious meeting in Norway in 1994

  
The new collaboration between Roots and Right To Play builds on a relationship that dates back many years. It’s based on a passion Roots Co-Founders Michael Budman and Don Green and Right To Play CEO Johann Koss share for sports and for helping making the world a better place, especially by supporting children in need.

 

“When I first met Johann, I was extremely impressed with him,” says Michael. “Not just as a phenomenal athlete but as someone with a strong humanitarian commitment.”

 

This was in 1994 after Johann won his speed skating medals at the Winter Games in Lillehammer, Norway.

 

He donated his winnings to Right To Play (then known as Olympic Aid) and encouraged other athletes to do the same.

 

This fundraising effort brought in an unprecedented $18 million to help children in developing countries.

 

Today, Michael sits on the Advisory Board of Right To Play, and the Canada Collection By Roots for Right To Play is the latest of several initiatives between Roots and the Toronto-based charity.

 

“We are supporting Right To Play because of its mandate,” says Michael. “To heal the world by teaching children kindness and other positive values through sport is something that Don and I have always believed in.”

 

The Canada Collection By Roots  is a celebration of both organizations’ home country and their longstanding, mutual love of sports.

 

“I hope this campaign will help Canadians further understand the power that sport and play has to change outcomes for children and communities everywhere and how they can help by supporting Right To Play,” says Johann.

 

MasterCard Canada, led by President Kevin Stanton, was also a natural partner on this project, given its past involvement with Roots and its history of children-oriented community support.

 

For the past 10 years, it has been a major supporter of Big Brothers Big Sisters of Canada. Last spring, it created the Little Fans in Big Seats program, to give deserving kids the chance to watch pro and junior hockey games from some of the best seats in the house.

 

In 2007, with the City of Toronto facing a major budget shortfall threatening the opening of its 49 outdoor rinks in jeopardy, MasterCard provided a no-strings attached funding offer that saved the rinks from closure.

COMING TOGETHER FOR THE KIDS

Roots launches new Canada Collection By Roots® in conjunction with MasterCard Canada and Right To Play to benefit disadvantaged youth

        
On behalf of underprivileged youth around the world, three major Canadian organizations have come together to raise awareness and funds for a child’s right to play.  On Nov. 5, Roots is launching the Canada Collection By Roots benefiting Right To Play presented by MasterCard at the flagship store on Bloor Street in Toronto with a special fashion show and party.

    Proceeds from the sale of the collection will go to Right To Play, which is dedicated to ensuring children’s rights to education, health and play. The humanitarian organization helps improve the lives of children through innovative sports and play programs in addition to providing health and community development projects.

    “We are proud to be a part of such an important initiative with iconic organizations like Roots and Right to Play,” says Kevin Stanton, President, MasterCard Canada. “We share their philosophies and values when it comes to creating healthy and safe opportunities for young people through the power of sport and play.”

    This is the second time Roots and MasterCard have joined forces to help children in need. Last year, they partnered in a fundraising campaign for Big Brothers Big Sisters of Canada that generated more than $100,000 for the charity.

Roots and Right To Play also have worked together in the past to benefit the organization’s activities for youth.

 

Modeling the clothing at the launch party will be various athlete ambassadors involved with Right To Play including Canadian figure skater Jamie Sale and world champion kayaker Adam Van Koeverden. Both are also featured in the ad campaign for the Canada Collection By Roots.

    The new collection includes clothing, accessories (including watches) and leather goods for the entire family. Made largely in Canada, it showcases the passion Roots has for its home country, sport and worthy causes.

    “The collection is inspired by Canada’s history and natural beauty, and the athletic heritage and varsity style of Roots,” says Shyrose Kassam, Vice President of Merchandising. “It’s also a celebration of our multi-cultural community and the spirit of giving.” 

 

Many of the clothing pieces feature the word Canada across the front, inspired by Roots’ Canadian heritage and translated into a strong, clear and simple embellishment. The ‘C’ found on many of the items is inspired by the appliqué worn on the jersey of a hockey team’s captain, earned through hard work, leadership and respect.

    “Given the added dimension of the Canada Collection By Roots, we’re particularly proud of it,” says Roots Co-Founder Michael Budman. “Our team really rose to the occasion in producing such a winning collection. Their inspiration was even greater, knowing that this collection was going to benefit such an important cause as children in need.”

 

In January, Roots will also be launching the Right To Play Collection, that features the Right To Play logo prominently on T-shirts, sweatershirts and accessories.

 

To promote this partnership, MasterCard is spearheading an ad campaign on TV beginning in mid-November. In addition, all Roots locations in Canada will be participating in an in-store fundraising effort benefiting Right To Play. When making a purchase, customers will be asked whether they would like to make a donation to the organization. If they spend more than $125 and pay with their MasterCard, they will receive a free gift valued at $48 with their purchase. Online customers will be able to make a donation in any amount they wish.

NOVEMBER 2009 SPECIAL EDITION ISSUE

 

Publishers
Michael Budman, Don Green

Editor
Robert Sarner

Editorial Assistant
Caroline Iwanowski

Interns
Allison Colalillo
Katherine Wellman

The Source is published by Roots Canada Ltd. We welcome letters from readers for publication. Please address all correspondence to The Source, Letters to the Editor, Roots Canada, 1400 Castlefield Ave., Toronto, Ontario, M6B 4C4 or by email to thesource@roots.com Letters may be edited for length and clarity.

SPEAK TO MY AGENT

The littlest customers show their Roots

   

Kayla Bell, 2.5 years,                    Lakeland Earle, one year,

Orleans, ON                                    Muskoka, ON

We often receive unsolicited photos from people eager to show us pictures of their children, cousins, grandchildren, or even pets, wearing Roots. Sometimes the senders ask if we could use the photos in a future advertising campaign for Roots. We can’t promise that but we are happy to publish them in The Source.

Everyone is welcome to submit their favourite shots to be considered for publication. Please send your pictures to photogallery@roots.com.

Be sure to include the name and age of each child or pet in the photo, where it was taken, place of residence and a sentence stating that you agree for the photos to be used in The Source.

POP BOTTLES ENJOY A NEW LIFE

New eco-friendly backpacks made from an unlikely source

As part of its on-going effort to become an increasingly greener company, Roots has launched its first-ever eco-friendly Sport Backpack collection. 

    Made from 51 per cent recycled plastic pop bottles, the backpacks are functional, versatile and, at the same time, ecological. Lynne Morris, Senior Designer of Accessories, initiated the project. 

Today, while people place materials in their recycling bins, many don’t realize it’s no less important to use products created from recycled content to keep the cycle going.

 

The plastic in pop bottles is called PET (Polyethylene terephthalate), which is readily recycled into pellets and then heated and converted into yarn. The yarn is a blend of recycled bottle pellets and virgin polyester. The result: a quality product made responsibly and sold at a competitive price.

 

 Since Roots uses recycled plastic pellets in its production process to create these backpacks, new pellets don’t have to be made from scratch, thereby saving manufacturing resources. Less C02 is emitted into the environment because the materials used are already recycled content.

 

 “We decided to be a leader in this area and offer recycled material in keeping with the Roots philosophy of conservation and environmental initiatives,” says Lynne. “This is a huge trend but there are no other retailers making recycled polyester bags at affordable rates right now. Most are $75 and up. We’re providing value with a strong environmental message.”

 

All items in the Sport Backpack collection have a large capacity and pockets for storing smaller items and water bottles. Select styles come with a computer sleeve that fits most 15 ½” laptops.

 

 Available in various styles, colours and sizes, the Sport Backpack collection is a great accessory for anyone on the go. Prices range from $38 for the Mini Sport Backpack to $48 for the Undergraduate Sport Backpack.

 

Roots plans to further develop green products in its continuing eco-friendly innovations. Soon to hit stores, the Canada Backpack collection, also made from recycled pop bottles.

MUSICAL ROOTS

This month, we spotlight Mayer Hawthorne

Growing up in Ann Arbor, Michigan, not far from Detroit, Mayer Hawthorne remembers often being in the car with his father who liked nothing better than to listen to the rich soul and jazz music played on the many radio local stations.

 

“Most of the best music ever made came out of Detroit,” says Hawthorne, a singer, rapper, producer and multi-instrumentalist, who cites Isaac Hayes, Curtis Mayfield and Barry White as major influences on him. In his youth, Hawthorne’s interest in soul records grew into a passion. He discovered the same beauty in the polished sound of Hayes and Mayfield as he did in the deeper, darker grit of the obscure Symphonic Four and Detroit-cult soul slingers The New Holidays.

 

Hawthorne’s debut album, A Strange Arrangement, released this month, draws from the inspiration of Leroy Hutson, Smokey Robinson, and the legendary songwriting and production trio of Lamont Dozier, Brian Holland, and Eddie Holland Jr. Hawthorne writes, sings and plays nearly all the instruments on his album. There are up-tempo numbers that will bring many back to the Motown era and sweet, sticky ballads sure to cure any love ill.

 

A Strange Arrangement is full of original compositions and one cover song “Maybe So, Maybe No” (Mayer’s take on the 1969 New Holidays treat) that underlies a heartfelt nostalgia to the sweet soul of yesteryear with a clear desire to show that his Strange Arrangement is no passing fancy. “It’s old soul,” Hawthorne explains, without irony. “But it’s new.”

 

Born Andrew Mayer Cohen in 1978, his stage name “Mayer Hawthorne” is a combination of his real middle name (Mayer) and the name of the street he grew up on in Ann Arbor (Hawthorne Road).

 

When he was introduced to his record label, the L.A.-based Stones Throw, company owner Peanut Butter Wolf was skeptical.

 

“He played me two songs and I didn’t understand what I was listening to,” Wolf recalls. “I asked him if they were old songs that he did re-edits of. I couldn’t believe they were new songs that he wrote and that he played all the instruments.” Mayer was signed soon afterwards.

 

Expectations are high for the admitted vinyl junkie who never planned on taking his crooning public.

 

He’s played instruments all his life but is not formally trained, never sang in a church choir or in any of the bands he’s been in. Mayer did not plan it this way.

 

It’s a far cry from where he was just a few years ago  – DJing house parties on campus in Ann Arbor as DJ Haircut. Hawthorne is the newest soul sensation, and he’s here to stay.               

– Davin Bujalski

HAVING A SAY

Customers voice their opinions about Roots with new feature on the website

Every day, since a new feature was introduced on the Roots website last spring, hundreds of people who visit the site are taking the time to read what others have to say about the company and its products. Many eventually add their opinion to what has become a lively, much-consulted service.

 

Called Ratings and Reviews, the application enables Roots customers to easily connect and communicate with each other. It was initiated by James Connell, Senior Director of E-Commerce and New Media, based on his desire to allow Roots customers and others to create the sense of an online community.

Shoppers can now share their experiences, post photos, review their favorite products and ask questions to each other. As of mid-September, more than 2,300 reviews, 300 questions and 350 stories have been logged on the website, adding another dimension to the e-commerce side of roots.com.

“This new feature gives new customers who aren’t that familiar with Roots products an added sense of security,” says Tanja Zelko, Manager of Online Marketing and Customer Experience. “Most Roots customers are loyal and many are expressive in their attachment to the brand. This feature allows them to help each other.”

 

Apart from helping customers feel more comfortable purchasing an item they haven’t seen in person, the feature has also contributed to increased traffic to the website.

 

“We’ve seen more people set up roots.com accounts,” says James. “Based on our statistics, people who view the content are more than 190% more likely to make a purchase. We’re also seeing a significant number of customers visiting the reviews from Google and Bing searches.”

 

The Ratings and Reviews feature called ‘Share your story’ was part of a recent online contest in which customers posted stories, comments and pictures about what they thought makes Canada priceless.

 

The stories were posted on the website and customers were able to rate them. The customer ratings also played a part in deciding the winner.

 

Visit roots.com to read what others have to say about the company’s products - and to give your two-cents.

GREEN TIP #56

Easy ways to help the environment
The Right Call: The average Canadian keeps their cell phone for only 18-36 months. After that, most toss them in the garbage or store them. Only 12 per cent recycle them.  
Cell phones may constitute a relatively small proportion of electronic waste, or e-waste, but that’s no reason for people to ignore this issue.

When electronics are thrown out, they end up in landfills and leach chemicals into the earth. Many of the toxic chemicals found in cell phones – lead, nickel, zinc, arsenic and copper – linger in the environment for a long time without breaking down. Several of them also accumulate in the tissue of plants and animals and build up in the food chain.

 

With 96 per cent of most cell phones containing recyclable materials, most Canadian wireless providers now offer recycling programs so people can properly dispose of their unused phones.

 

Each provider has a different program. Some donate money to environmental organizations or food banks for each phone recycled while others give the usable phones to shelters for abused women or youth in need.

 

Before donating your phone, be sure that all of your personal data has been deleted off the device. You can also donate chargers and accessories for your phone since they are recyclable as well.

 

For more information and to see where you can recycle your phone, visit: recyclemycell.ca

MAKING YOUR PRESENTS FELT

New line of gifts showcases Canadian-made products for holiday season

For the 2009 holiday season, Roots is celebrating its Canadian heritage with three Canadian-made gift ideas. The new cookie tins, maple syrup and maple-scented candles will be available in selected stores across Canada by November. 

    The inspiration for this collection of products began when Co-Founder Michael Budman visited Torino for the 2006 Winter Games. Returning home with tins adorned with images that reminded him of his time there, he thought of creating a series of Roots products that would help others fondly remember their time in Canada.

   Partnering with well-known, Toronto-based bakery, Dufflet Pastries, Roots designed a new cookie tin that will be sold containing one of three flavours of cookies. They were crafted with Roots in mind and will be available in bittersweet chocolate Crackle™, caramel Crackle™, and all-natural maple sugar shortbread.

The top of the tin has a painting, which also appears in the book Maple Leaf Forever: Roots bought the rights to the painting, which features several Canadian symbols such as a beaver, Mountie and maple leaves.

 

Pauline Landriault, Director of Store Development, coordinated the creation of the tin, which includes one dozen cookies in bittersweet chocolate Crackle™ or caramel Crackle™, or two dozen maple sugar shortbread cookies, and sells for $19.95.

 

In keeping with the Canadiana theme, Roots will be selling maple syrup in an eye-catching maple leaf-shaped bottle. The bottle was designed by Quebec-based Turkey Hill Sugarbush Ltd., which harvests the maple syrup. It will sell for $14.95.

 

The project was coordinated by Shyrose Kassam, Vice President of Merchandising.

 

In recent years, Roots has been selling all-natural beeswax candles. This season, the selection will include a maple-scented one. Hand-made in Quebec by Sercon, the candle is made of all-natural beeswax and vegetable waxes. Rima Biback, Director of Roots Home and Licensing, brought the candle to Shyrose’s attention who coordinated the creation of this product.

 

Stephanie Holden, Creative Director, did the artwork for the candle, which will sell for $14.00.

CHEF'S CORNER

Roots-friendly recipes for a healthly lifestyle and to bring pleasure to your palate

For this month’s Chef’s Corner, we present the recipe for making baked asiago frittata.

 

INGREDIENTS:

2 cups finely chopped broccoli

1/3 cup sliced green onions

2 cloves garlic, minced

3 cooked sausages, any kind you like chopped up

1 teaspoon dried basil leaves or dried Italian seasoning

1/4 teaspoon salt

1/8 teaspoon pepper

8 eggs, beaten

1/4 cup finely shredded Asiago cheese or Parmesan cheese

1/4 cup chopped tomato

 

DIRECTIONS:

1. In 10-inch oven-safe nonstick skillet coated with nonstick spray, cook and stir broccoli, onions and garlic over medium heat for 4 to 5 minutes or until crisp-tender. Remove from heat

2. Stir patties, basil, salt and pepper into vegetable mixture. Pour eggs over top

3. Bake, uncovered, at 350 F for 15 to 19 minutes or until set. Sprinkle with cheese. Let stand, covered, for 2 minutes. Sprinkle with tomato. Cut into wedges.

 

PREP TIME: 10 min

BAKE TIME: 30 min