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MuchMusic, Roots begin joint promotion

Clothing retailer Roots has begun a promotion in collaboration with media property MuchMusic. The initiative consists of three items of branded apparel “designed and inspired” by MuchMusic personalities. The limited-time collection includes hoodies, t-shirts and toques. The collection will be available for sale online at beginning Sept. 8 to coincide with the recent relaunch of the MuchMusic brand. MuchMusic is owned by Bell Media.

“Two trailblazing Canadian brands in their own right, partnering with the always on point Roots in honour of the refreshed MuchMusic is absolutely worthy of celebration,” said Perry MacDonald, vice-president of advertising sales and partnerships at Bell Media. “Having some of our talented and organically cool VJs, Sadé and Verdah, contribute their design-savvy to this high-quality collection has resulted in something that can only be described as authentically MuchMusic.”

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