Toronto-based Roots will supply the uniforms for the U.S. Olympic team when it competes in the 2002 Salt Lake City Olympic Games. Roots will outfit the U.S. team with parade uniforms, podium award outfits and casual attire.
Roots co-founder, Michael Budman said “we’d never have signed without the blessings of the COA (Canadian Olympic Association). There’s not one iota of conflict of interest”.
The company is a gold supporter of Toronto’s 2008 Olympic bid. And Roots is committed to the Canadian team for 2002 and 2004.
Tommy Hilfiger originally had the rights for the U.S. Olympic outfits, but backed out.
U.S. Olympic Committee marketing director Matt Mammelly said “these people (at Roots) are so genuine and so sincere, they’ll try and design based on the needs of the American team and the needs of the Canadian team”. In the end, both nations will have “distinctive” looks, he said.
Budman said “it really happened because of the job we did with the Canadian team”.
Richard Talbot, a retail analyst said “this is a quantum leap for them. It’s their chance to go from being a cute little Canadian brand to becoming a truly international brand”. He said the company will get a bonanza of media exposure from having its clothes on Ameican athletes, who are guaranteed to figure prominently on U.S. television networks during the Winter Games.
According to a Roots spokesperson, the company pays an up-front fee to the COA, and a royalty on merchandise sold.
