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Roots Canada begins Sweat Style campaign

Toronto-based clothing retail chain Roots Canada has begun a new music-themed promotion called "Sweat Style" to coincide with the company's 43rd anniversary. The promotion involves eight musical acts from five record labels: Sony Music Canada, Warner Music Canada, Universal Music Canada, Dine Alone Records and Cult Nation. Participating artists include Scott Helman, Ruth B, Humans, Meghan Patrick, Charlotte Cardin, Jazz Cartier, Tyler Shaw, and EMP.

The music of these artists will feature on a branded Spotify playlist. The promotion will also include in-store musical performances in Canada and the US, which will stream live on Facebook. It will also incorporate a series of photographs of the musicians wearing Roots products. A supporting national advertising campaign will consists of social media, newspaper, magazine, posters, digital and in-store materials.

"Arts and culture have always been an important part of Roots," said James Connell, vice-president of marketing and e-commerce at the company. "We are a heritage brand that has a long history supporting the Canadian music industry. Our '#sweatstyle' campaign showcases many of the country's best and brightest emerging artists, celebrating their unique voice and individuality."

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