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Roots Canada begins Sweatstyle campaign

Toronto-based apparel retail chain Roots Canada has begun a new international campaign called "Sweatstyle." The campaign focuses on the brand's support of Canadian musicians and features performers including K-os, Brett Kissel, Sophie Pelletier, Dave Monks, Francesco Yates, Hannah Georgas and Kira Isabella. The initiative includes in-store materials in Canada, the United States and Asia, as well as transit shelter advertising in Canada and digital materials.

The campaign also includes a temporary store and side stage at the Riverfest Music Festival in Elora, ON from Aug. 14 to 16. This element will be presented in association with Dine Alone Records. The store will sell clothing features in the campaign, while the stage will host a series of musical acts. Roots will also participate in a number of music-oriented events and promotions nationally this month.

"The campaign is a true collaboration between the artists, Sony Music, Dine Alone Records, Warner Music and Roots," said Raymond Perkins, director of culture at Roots. "The '#sweatstyle' campaign launches Aug. 13 in celebration of our 42nd anniversary with 42% off all Roots sweats, one day only at Roots stores and"

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