{"success":true,"data":{"pressRelease":{"id":"163102","rtpr_id":"nBwbqwcK4a-20261007","ticker":"ROOT","exchange":"TSX","all_tickers":["ROOT"],"title":"Roots and the NFL Kick off New Collection Celebrating Canadian Fans","author":"Business Wire","published_at":"2026-10-07T12:30:00.610Z","article_body":"Roots and the NFL Kick off New Collection Celebrating Canadian Fans\n\nRoots Corporation (“Roots” or “the Company”), the premium outdoor\nlifestyle brand, has teamed up with the National Football League (NFL) to\nlaunch a new collection of team apparel created specifically for Canadian\nfans. Combining the NFL’s commitment to locally relevant products with Roots\niconic Canadian heritage, the collection offers a new way for fans across\nCanada to celebrate the teams they love.\n\nThis press release features multimedia. View the full release here:\nhttps://www.businesswire.com/news/home/20261007622183/en/\n(https://www.businesswire.com/news/home/20261007622183/en/)\n\nRoots x NFL new collection featuring: the New England Patriots, Seattle\nSeahawks, Buffalo Bills, Detroit Lions, Green Bay Packers.\n\nBuilding on the brands’ recent collaboration celebrating 60 years of Super\nBowl history, the collection brings together the energy of NFL fandom with\nRoots signature quality, design and craftsmanship. The initial assortment\nfeatures officially licensed apparel for five of the NFL’s most popular\nteams among Canadian fans: the Buffalo Bills, Detroit Lions, Green Bay\nPackers, New England Patriots, and Seattle Seahawks. As the collaboration\nevolves, additional team offerings may be introduced over time.\n\n“We're thrilled to collaborate with NFL again and continue connecting with\nfans across the country,” says Melinda McDonald, VP, Wholesale and Business\nDevelopment, Roots Corporation. “We set out to design a collection that\nfeels unmistakably Roots, bringing our heritage and visual language to NFL fan\napparel through original graphics and thoughtful details that celebrate each\nteam’s identity. We’re incredibly proud of what we’ve created together\nand look forward to a long and successful relationship with the NFL.”\n\nThroughout the collection, familiar team identities are reinterpreted through\na Roots perspective, with custom graphics, heritage-inspired details and\nelevated signature silhouettes. Select styles feature the “True Nature of\nSport” graphic treatment, while a second drop arriving in November\nintroduces Park Plaid pieces developed specifically for the collaboration.\n\n“Roots has always had a strong connection to sport, community and athletic\nculture. This collaboration brings those elements together in a way that feels\nauthentic and natural for the brand,” says Meghan Roach, President &\nCEO, Roots Corporation. “NFL fans in Canada are remarkably passionate and\nengaged, and we saw an opportunity to create a collection that celebrates\nthose fans through a distinctly Canadian lens. By combining the heritage of\nthe NFL with the craftsmanship, quality, and design that define Roots, we are\ncreating something uniquely meaningful for fans across the country.”\n\nCanada is home to one of the NFL’s most engaged fan communities outside of\nthe United States, with millions of fans tuning in throughout the season.\nPartnering with an iconic Canadian brand like Roots reflects the NFL’s\nongoing commitment to delivering locally relevant products and making it\neasier for fans to express their fandom.\n\nAvailable beginning October 7 exclusively at NFLShop.ca, the Roots x NFL\ncollection will ship from Canada, making it easier for fans to shop locally\nwithout cross-border duties or tariffs. Additional Buffalo Bills and Seattle\nSeahawks styles will be released in early November.\n\nThe collection includes t-shirts and fleece ranging from $70 to $220 CAD\nacross all five teams, along with select Leather Varsity Jackets priced at\n$998 CAD.\n\nLooking ahead, Roots will continue to explore and invest in special\ncollaborations with sports properties across North America.\n\nShop the new Roots x NFL collection\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.nflshop.ca%2Fen%2Fbr-11811%3F_s%3Dbm-nflcom-CA-eml-roots-octoberdrop-2026&esheet=54617125&newsitemid=20261007622183&lan=en-US&anchor=Shop+the+new+Roots+x+NFL+collection&index=1&md5=83dca87a843ea2dfd20bf619057868cd)\nnow.\n\nAbout Roots\n\nEstablished in 1973, Roots is a global lifestyle brand. Starting from a small\ncabin in northern Canada, Roots has become a global brand with over 100\ncorporate retail stores in Canada, two stores in the United States, and an\neCommerce platform, www.roots.com\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fwww.roots.com&esheet=54617125&newsitemid=20261007622183&lan=en-US&anchor=www.roots.com&index=2&md5=90c3f87cfc625e2a7d2b56ae65b607c8)\n, that serves many international markets. We have more than 100\npartner-operated stores in Asia, and we also operate a dedicated Roots-branded\nstorefront on Tmall.com in China. We design, market, and sell a broad\nselection of products in different departments, including women’s, men’s,\nchildren’s, and gender-free apparel, leather goods, footwear, and\naccessories. Our products are built with uncompromising comfort, quality, and\nstyle that allows you to feel at home with nature. We offer products designed\nto meet life’s everyday adventures and provide you with the versatility to\nlive your life to the fullest. We also wholesale through business-to-business\nchannels and license the brand to a select group of licensees selling products\nto major retailers. Roots Corporation is a Canadian corporation doing business\nas “Roots” and “Roots Canada”.\n\nAbout the National Football League (NFL)\n\nThe NFL is the most popular sports league in the United States, with a growing\nglobal footprint. Each year, 32 franchises compete to win the Super Bowl, the\nworld’s premier single-day sporting event. Established in 1920, the league\nis built on a system of competitive balance that gives every team a chance to\nwin each season, and a fan-friendly media distribution strategy that makes the\nNFL available to the widest audience possible. The league’s international\ngrowth includes playing regular-season games in countries around the world,\nthe rising popularity and Olympic inclusion of flag football, and a full-time\nlocal market presence, with offices in nine countries across five continents.\nBeyond the field, the NFL partners with leading community, corporate and media\norganizations and is deeply embedded in global culture, engaging fans through\nfilm, music, fashion, art and social platforms.\n\nFollow Roots:\n\nWebsite: roots.com \n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.roots.com%2Fca%2Fen%2Fhomepage&esheet=54617125&newsitemid=20261007622183&lan=en-US&anchor=roots.com&index=3&md5=86d3bbdbb4db0f956188ca428f8d627a)\n\nInstagram: instagram.com/roots \n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.instagram.com%2Froots%2F&esheet=54617125&newsitemid=20261007622183&lan=en-US&anchor=instagram.com%2Froots&index=4&md5=78eacb78a29480885ab263d9c8ffcc9b)\n\nFacebook: facebook.com/roots \n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.facebook.com%2Froots&esheet=54617125&newsitemid=20261007622183&lan=en-US&anchor=facebook.com%2Froots&index=5&md5=dfeb846db83c475b6434804fb8b66771)\n\nTikTok: tiktok.com/@roots \n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.tiktok.com%2F%40roots%3Flang%3Den-GB&esheet=54617125&newsitemid=20261007622183&lan=en-US&anchor=tiktok.com%2F%40roots&index=6&md5=a5def34556fbb68acc1beb89b30ff07b)\n\nPinterest: pinterest.com/roots \n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fca.pinterest.com%2Froots%2F&esheet=54617125&newsitemid=20261007622183&lan=en-US&anchor=pinterest.com%2Froots&index=7&md5=8d9c9554cc766e1fff81015ea45551ba)\n\nLinkedIn: linkedin.com/roots\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fca.linkedin.com%2Fcompany%2Froots&esheet=54617125&newsitemid=20261007622183&lan=en-US&anchor=linkedin.com%2Froots&index=8&md5=0abfd0cc8e70528b9346ab3ca4f7584a)\n\n\n\nView source version on businesswire.com:\nhttps://www.businesswire.com/news/home/20261007622183/en/\n(https://www.businesswire.com/news/home/20261007622183/en/)\n\nPress Contact \n\nnlegate@roots.com (mailto:nlegate@roots.com)\n\n\nCopyright Business Wire 2026","article_body_html":"","raw_payload":{"data":{"id":"nBwbqwcK4a-20261007","title":"Roots and the NFL Kick off New Collection Celebrating Canadian Fans","author":"Business Wire","ticker":"ROOT","created":"2026-10-07T12:30:00.610Z","tickers":["ROOT"],"exchange":"TSX","article_body":"Roots and the NFL Kick off New Collection Celebrating Canadian Fans\n\nRoots Corporation (“Roots” or “the Company”), the premium outdoor\nlifestyle brand, has teamed up with the National Football League (NFL) to\nlaunch a new collection of team apparel created specifically for Canadian\nfans. Combining the NFL’s commitment to locally relevant products with Roots\niconic Canadian heritage, the collection offers a new way for fans across\nCanada to celebrate the teams they love.\n\nThis press release features multimedia. View the full release here:\nhttps://www.businesswire.com/news/home/20261007622183/en/\n(https://www.businesswire.com/news/home/20261007622183/en/)\n\nRoots x NFL new collection featuring: the New England Patriots, Seattle\nSeahawks, Buffalo Bills, Detroit Lions, Green Bay Packers.\n\nBuilding on the brands’ recent collaboration celebrating 60 years of Super\nBowl history, the collection brings together the energy of NFL fandom with\nRoots signature quality, design and craftsmanship. The initial assortment\nfeatures officially licensed apparel for five of the NFL’s most popular\nteams among Canadian fans: the Buffalo Bills, Detroit Lions, Green Bay\nPackers, New England Patriots, and Seattle Seahawks. As the collaboration\nevolves, additional team offerings may be introduced over time.\n\n“We're thrilled to collaborate with NFL again and continue connecting with\nfans across the country,” says Melinda McDonald, VP, Wholesale and Business\nDevelopment, Roots Corporation. “We set out to design a collection that\nfeels unmistakably Roots, bringing our heritage and visual language to NFL fan\napparel through original graphics and thoughtful details that celebrate each\nteam’s identity. We’re incredibly proud of what we’ve created together\nand look forward to a long and successful relationship with the NFL.”\n\nThroughout the collection, familiar team identities are reinterpreted through\na Roots perspective, with custom graphics, heritage-inspired details and\nelevated signature silhouettes. Select styles feature the “True Nature of\nSport” graphic treatment, while a second drop arriving in November\nintroduces Park Plaid pieces developed specifically for the collaboration.\n\n“Roots has always had a strong connection to sport, community and athletic\nculture. This collaboration brings those elements together in a way that feels\nauthentic and natural for the brand,” says Meghan Roach, President &\nCEO, Roots Corporation. “NFL fans in Canada are remarkably passionate and\nengaged, and we saw an opportunity to create a collection that celebrates\nthose fans through a distinctly Canadian lens. By combining the heritage of\nthe NFL with the craftsmanship, quality, and design that define Roots, we are\ncreating something uniquely meaningful for fans across the country.”\n\nCanada is home to one of the NFL’s most engaged fan communities outside of\nthe United States, with millions of fans tuning in throughout the season.\nPartnering with an iconic Canadian brand like Roots reflects the NFL’s\nongoing commitment to delivering locally relevant products and making it\neasier for fans to express their fandom.\n\nAvailable beginning October 7 exclusively at NFLShop.ca, the Roots x NFL\ncollection will ship from Canada, making it easier for fans to shop locally\nwithout cross-border duties or tariffs. Additional Buffalo Bills and Seattle\nSeahawks styles will be released in early November.\n\nThe collection includes t-shirts and fleece ranging from $70 to $220 CAD\nacross all five teams, along with select Leather Varsity Jackets priced at\n$998 CAD.\n\nLooking ahead, Roots will continue to explore and invest in special\ncollaborations with sports properties across North America.\n\nShop the new Roots x NFL collection\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.nflshop.ca%2Fen%2Fbr-11811%3F_s%3Dbm-nflcom-CA-eml-roots-octoberdrop-2026&esheet=54617125&newsitemid=20261007622183&lan=en-US&anchor=Shop+the+new+Roots+x+NFL+collection&index=1&md5=83dca87a843ea2dfd20bf619057868cd)\nnow.\n\nAbout Roots\n\nEstablished in 1973, Roots is a global lifestyle brand. Starting from a small\ncabin in northern Canada, Roots has become a global brand with over 100\ncorporate retail stores in Canada, two stores in the United States, and an\neCommerce platform, www.roots.com\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fwww.roots.com&esheet=54617125&newsitemid=20261007622183&lan=en-US&anchor=www.roots.com&index=2&md5=90c3f87cfc625e2a7d2b56ae65b607c8)\n, that serves many international markets. We have more than 100\npartner-operated stores in Asia, and we also operate a dedicated Roots-branded\nstorefront on Tmall.com in China. We design, market, and sell a broad\nselection of products in different departments, including women’s, men’s,\nchildren’s, and gender-free apparel, leather goods, footwear, and\naccessories. Our products are built with uncompromising comfort, quality, and\nstyle that allows you to feel at home with nature. We offer products designed\nto meet life’s everyday adventures and provide you with the versatility to\nlive your life to the fullest. We also wholesale through business-to-business\nchannels and license the brand to a select group of licensees selling products\nto major retailers. Roots Corporation is a Canadian corporation doing business\nas “Roots” and “Roots Canada”.\n\nAbout the National Football League (NFL)\n\nThe NFL is the most popular sports league in the United States, with a growing\nglobal footprint. Each year, 32 franchises compete to win the Super Bowl, the\nworld’s premier single-day sporting event. Established in 1920, the league\nis built on a system of competitive balance that gives every team a chance to\nwin each season, and a fan-friendly media distribution strategy that makes the\nNFL available to the widest audience possible. The league’s international\ngrowth includes playing regular-season games in countries around the world,\nthe rising popularity and Olympic inclusion of flag football, and a full-time\nlocal market presence, with offices in nine countries across five continents.\nBeyond the field, the NFL partners with leading community, corporate and media\norganizations and is deeply embedded in global culture, engaging fans through\nfilm, music, fashion, art and social platforms.\n\nFollow Roots:\n\nWebsite: roots.com \n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.roots.com%2Fca%2Fen%2Fhomepage&esheet=54617125&newsitemid=20261007622183&lan=en-US&anchor=roots.com&index=3&md5=86d3bbdbb4db0f956188ca428f8d627a)\n\nInstagram: instagram.com/roots \n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.instagram.com%2Froots%2F&esheet=54617125&newsitemid=20261007622183&lan=en-US&anchor=instagram.com%2Froots&index=4&md5=78eacb78a29480885ab263d9c8ffcc9b)\n\nFacebook: facebook.com/roots \n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.facebook.com%2Froots&esheet=54617125&newsitemid=20261007622183&lan=en-US&anchor=facebook.com%2Froots&index=5&md5=dfeb846db83c475b6434804fb8b66771)\n\nTikTok: tiktok.com/@roots \n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.tiktok.com%2F%40roots%3Flang%3Den-GB&esheet=54617125&newsitemid=20261007622183&lan=en-US&anchor=tiktok.com%2F%40roots&index=6&md5=a5def34556fbb68acc1beb89b30ff07b)\n\nPinterest: pinterest.com/roots \n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fca.pinterest.com%2Froots%2F&esheet=54617125&newsitemid=20261007622183&lan=en-US&anchor=pinterest.com%2Froots&index=7&md5=8d9c9554cc766e1fff81015ea45551ba)\n\nLinkedIn: linkedin.com/roots\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fca.linkedin.com%2Fcompany%2Froots&esheet=54617125&newsitemid=20261007622183&lan=en-US&anchor=linkedin.com%2Froots&index=8&md5=0abfd0cc8e70528b9346ab3ca4f7584a)\n\n\n\nView source version on businesswire.com:\nhttps://www.businesswire.com/news/home/20261007622183/en/\n(https://www.businesswire.com/news/home/20261007622183/en/)\n\nPress Contact \n\nnlegate@roots.com (mailto:nlegate@roots.com)\n\n\nCopyright Business Wire 2026"},"type":"article","timestamp":"2026-10-07T12:30:00.921036574Z","server_sent_at_ms":1791376200921},"received_at":"2026-10-07T12:30:00.971Z","source_url":"https://www.businesswire.com/news/home/20261007622183/en/"},"analysis":{"id":"151559","press_release_id":"163102","analysis_json":{"industry":{"label":"Textiles, Apparel & Luxury Goods","sector":"Consumer Discretionary"},"redFlags":[],"eventType":"partnership","narrative":"Roots Corporation has launched a licensed Roots x NFL apparel collection for Canadian fans, covering five teams: the Buffalo Bills, Detroit Lions, Green Bay Packers, New England Patriots, and Seattle Seahawks.\n\nThe collection is available starting October 7 exclusively at NFLShop.ca, ships from Canada without cross-border duties, and includes t-shirts and fleece priced $70-$220 CAD plus select Leather Varsity Jackets at $998 CAD.\n\nA second drop with Park Plaid pieces and additional Bills and Seahawks styles arrives in early November; the company says it will keep investing in sports collaborations across North America.","sentiment":"bullish","agentHooks":{"shouldPost":false,"suggestedAngle":"Roots extends its NFL licensing partnership with a Canada-exclusive collection -- a modest brand-building catalyst, not a financial event."},"keyFigures":{"customDimensions":{"exclusivity":"NFLShop.ca","teams_featured":["Buffalo Bills","Detroit Lions","Green Bay Packers","New England Patriots","Seattle Seahawks"],"price_range_cad":"$70 to $220 CAD","second_drop_timing":"November 2026","varsity_jacket_price_cad":"$998 CAD"}},"quotedText":"We're thrilled to collaborate with NFL again and continue connecting with fans across the country","namedEntities":{"people":[{"name":"Melinda McDonald","role":"VP, Wholesale and Business Development, Roots Corporation"},{"name":"Meghan Roach","role":"President & CEO, Roots Corporation"}],"products":["Roots x NFL collection","True Nature of Sport graphic treatment","Park Plaid pieces","Leather Varsity Jackets"],"companies":[{"name":"Roots Corporation","ticker":"ROOT","relationship":"filer"},{"name":"National Football League (NFL)","relationship":"partner"}],"dollarAmounts":[{"amount":"$70 to $220 CAD","context":"price range for t-shirts and fleece in the collection"},{"amount":"$998 CAD","context":"price of select Leather Varsity Jackets"}]},"materialImpact":{"score":2,"reasoning":"A licensed apparel collaboration with the NFL is a positive brand and revenue catalyst, but it is a product/collection launch without disclosed financial terms or materiality. 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