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.
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