November 2009

A window into the world of Roots

SPECIAL EDITION

Issue 92 • November 2009

TEAMING UP FOR KIDS

ILICH MEJIA

Roots and MasterCard join forces in support of Right To Play and children in need

Issue 92 - Nov. 2009

Johann Koss, CEO and founder of Right To Play, wearing items from the Canada Collection By Roots®

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I N S I D E ISSUE92 COMING TOGETHER FOR THE KIDS New Canada Collection By Roots launched in conjunction with MasterCard Canada and Right To Play to benefit disadvantaged youth ROOTS OF A GREAT PARTNERSHIP Project’s origins linked to an auspicious meeting in Norway in 1994 GETTING THE WORD OUT New MasterCard TV ad campaign spotlights initiative with Roots on behalf of Right To Play INTRODUCING THE CANADA COLLECTION BY ROOTS Check out a selection of new items from the collection A TRUE CHAMPION Former record-breaking speed skater Johann Koss is the driving force behind Right To Play WHEN CHILDREN PLAY, THE WORLD WINS The Toronto-based Right To Play is having a global impact

Publishers MICHAEL BUDMAN, DON GREEN Editor ROBERT SARNER Editorial Assistant CAROLINE IWANOWSKI Interns ALLISON COLALILLO KATHERINE WELLMAN

The Source is published by Roots Canada Ltd. We welcome letters from readers for publication. Please address all correspondence to The Source, Letters to the Editor, Roots Canada, 1400 Castlefield Ave., Toronto, Ontario, M6B 4C4 or by email to thesource@roots.com Letters may be edited for length and clarity.

Each issue of The Source is also available, both in blog and PDF formats, on the Roots website at www.roots.com The Canada Collection By Roots is a registered trademark of Roots Canada Ltd.

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COMING TOGETHER FOR THE KIDS

Roots launches new Canada Collection By Roots® in conjunction with MasterCard Canada and Right To Play to benefit disadvantaged youth

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n behalf of underprivileged youth around the world, three major Canadian organizations have come together to raise awareness and funds for a child’s right to play. On Nov. 5, Roots is launching the Canada Collection

By Roots benefiting Right To Play presented by MasterCard at the flagship store on Bloor Street in Toronto with a special fashion show and party.

Proceeds from the sale of the collection will go to Right To Play, which is dedicated to ensuring children’s rights to education, health and play. The humanitarian organization helps improve the lives of children through innovative sports and play programs in addition to providing health and community development projects.

“We are proud to be a part of such an important initiative with iconic organizations like Roots and Right to Play,” says Kevin Stanton, President, MasterCard Canada. “We share their philosophies and values when it comes to creating healthy and safe opportunities for young people through the power of sport and play.”

This is the second time Roots and MasterCard have joined forces to help children in need.

Last year, they partnered in a fundraising campaign for Big

Brothers Big Sisters of Canada that generated more than $100,000 for the charity.

Roots and Right To Play also have worked together in the past to benefit the organization’s activities for youth.

Modeling the clothing at the launch party will be various athlete ambassadors involved with Right To Play including Canadian figure skater Jamie Sale and world champion kayaker Adam Van Koeverden.

Both are also featured in the ad campaign for the Canada Collection By Roots.

The new collection includes clothing, accessories (including watches) and leather goods for the entire family. Made largely in Canada, it showcases the passion Roots has for its home country, sport and worthy causes.

“The collection is inspired by Canada’s history and natural beauty, and the athletic heritage and varsity style of Roots,” says Shyrose Kassam, Vice President of Merchandising. “It’s also a celebration of our multi-cultural community and the spirit of giving.”

Many of the clothing pieces feature the word Canada across the front, inspired by Roots’ Canadian heritage and translated into a strong, clear and simple embellishment. The ‘C’ found on many of the items is inspired by

the appliqué worn on the jersey of a hockey team’s captain, earned through hard work, leadership and respect.

“Given the added dimension of the Canada Collection By Roots, we’re particularly proud of it,” says Roots Co-Founder Michael Budman. “Our team really rose to the occasion in producing such a winning collection. Their inspiration was even greater, knowing that this collection was going to benefit such an important cause as children in need.”

In January, Roots will also be launching the Right To Play Collection, that features the Right To Play logo prominently on T-shirts, sweatershirts and accessories.

To promote this partnership, MasterCard is spearheading an ad campaign on TV beginning in mid-November. In addition, all Roots locations in Canada will be participating in an in-store fundraising effort benefiting Right To Play. When making a purchase, customers will be asked whether they would like to make a donation to the organization. If they spend more than $125 and pay with their MasterCard, they will receive a free gift valued at $48 with their purchase. Online customers will be able to make a donation in any amount they wish.

Issue 92 - Nov. 2009

ROOTS OF A GREAT PARTNERSHIP Project’s origins linked to an auspicious meeting in Norway in 1994

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he new collaboration between Roots and Right To Play builds on a relationship that dates back many years. It’s based on a passion Roots Co-Founders Michael Budman and Don Green and Right To Play CEO Johann Koss share for sports and for helping making the world a better place, especially by supporting children in need.

“When I first met Johann, I was extremely impressed with him,” says Michael. “Not just as a phenomenal athlete but as someone with a strong humanitarian commitment.”

This was in 1994 after Johann won his speed skating medals at the Winter Games in Lillehammer, Norway.

He donated his winnings to Right To Play (then known as Olympic Aid) and encouraged other athletes to do the same.

This fundraising effort

brought in an unprecedented $18 million to help children in developing countries.

Today, Michael sits on the Advisory Board of Right To Play, and the Canada Collection

By Roots for Right To Play is the latest of several initiatives between Roots and the Torontobased charity.

“We are supporting Right To Play because of its mandate,” says Michael. “To heal the world

by teaching children kindness and other positive values through sport is something that Don and I have always believed in.”

The Canada Collection By Roots is a celebration of both organizations’ home country and their longstanding, mutual love of sports.

“I hope this campaign will help Canadians further understand the power that sport and play has to change outcomes for

children and communities everywhere and how they can help by supporting Right To Play,” says Johann.

MasterCard Canada, led by President Kevin Stanton, was also a natural partner on this project, given its past involvement with Roots and its history of children-oriented community support.

For the past 10 years, it has been a major supporter of Big Brothers Big Sisters of Canada.

Last spring, it created the Little Fans in Big Seats program, to give deserving kids the chance to watch pro and junior hockey games from some of the best seats in the house.

In 2007, with the City of Toronto facing a major budget shortfall threatening the opening of its 49 outdoor rinks in jeopardy, MasterCard provided a no-strings attached funding offer that saved the rinks from closure.

GETTING THE WORD OUT

New MasterCard TV ad campaign spotlights initiative with Roots on behalf of Right To Play

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n true holiday spirit, Roots and MasterCard Canada have teamed up to bring added cheer to Right to Play for the benefit of children it supports around the world. In support of the fundraising initiative for the charity, MasterCard is launching a major television ad campaign.

Filmed in South Africa, the commercial features underprivileged youth engaged in sport activities, with the Right to Play symbol, a red soccer ball, figuring prominently. Through a series of captions that evoke the famous MasterCard “priceless” Issue 92 - Nov. 2009

slogan, the ad cites various Right To Play values: self-esteem; a sense of belonging; role models; culminating in the caption: “Play: priceless.”

The commercial also shows a sweater and toque from the Canada Collection By Roots, at which point the narrator says: “This holiday season, help give kids around the world a chance to play. Use your MasterCard to make a purchase from the Canada Collection By Roots and a donation will be made to Right to Play.” Up pop the logos for Roots, Right To Play and

MasterCard.

The ad will run from mid-November until mid-December on major TV networks and specialty channels nationally. In its first week, it will be broadcast on Hockey Night in Canada, CSI Miami and Amazing Race.

The commercial will work in tandem with Roots promotional efforts aimed at encouraging Canadians to support Right To Play’s work by purchasing from the Canada Collection By Roots or by adding $1 or more to their purchase at Roots stores during the holiday season.

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BY ROOTS

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1) The Founder’s ½ Zip Mock; Heritage red, black, $68. 2) Roots Canada Scarf; Black,Vintage white, Heritage red, $48. 3) Roots Canada Toque; Black, Heritage red, Soapstone mix, Vintage white, $10. Scarf, see item 2. 4) Men’s Roots Canada Hoody; Salt and Pepper, Charcoal mix, Heritage red, $70.

CANADA COLLECTION ®

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5) Women’s Roots Canada Hoody; Salt and Pepper, Heritage red, Vintage white, black mix, $70. 6) Roots Canada Toques, see item 3. 7) Roots Canada Hoody, see item 5. 8) Right To Play Watch; $65.

9) Watch, see item 8. 10) Men’s Alberta Hoody; Salt and Pepper, Black, Heritage Red, $98.

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A TRUE CHAMPION

Former record-breaking speed skater Johann Koss is the driving force behind Right To Play

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or all his past international glory as a speed skater, Johann Koss is most proud of his humanitarian work. Over the past 15 years, he has made it his main mission to help underprivileged children, most notably through an innovative charity he founded called Right To Play.

With a tireless energy and boundless passion, Johann, 41, travels to adversity-stricken areas of the world as part of his efforts to help disadvantaged youth. As President and CEO of Right To Play, he never stops.

When not working directly with youth, he’s championing their plight and seeking the support of others. As such, he’s mobilized many top athletes from more than 40 countries to assist Right To Play programs.

“In North America, people tend to take sport and play for granted,” says Johann. “But

when you look at areas of the world where children don’t have guaranteed access to sport and play, you realize the irreplaceable role that these activities have in the healthy development of children, not only physically but socially and emotionally. It should not be a luxury or a privilege. Every child should have the right to play.”

Last month, Johann took part in a major international sports congress in London, England.

He delivered a moving address about Right To Play’s success in using sport and play as a tool to help children most in need.

Johann, who grew up in Norway and now lives in Toronto, first witnessed sport’s therapeutic impact on youth in 1993 during a trip to the African country of Eritrea. A year later, after winning three gold medals at the Winter Games in

Johann Koss, above, has mobilized athletes from more than 40 countries to help the plight of disadvantaged children

Lillehammer, Norway, he donated his winnings to Olympic Aid, the precursor to Right To Play, and challenged other athletes to do the same.

Since then, Johann has dedicated himself to humanitarian work. In 2003, he founded Right To Play, which today is a leader in children’s sport and

Johann first witnessed the plight of children while on a humanitarian trip to Eritrea, Africa in 1993 6 • The Source

play programs and community development projects.

In addition to Right To Play, Johann has been involved in many other initiatives. He was a member of the International Olympic Committee (IOC) Athletes Commission and was on the Medical Commission and the executive board of the IOC 2000 Commission. He also served as a founding board member of the World Anti-Doping Agency.

During his illustrious athletic career, Johann broke 11 world records, won three World Speed Skating Championships and numerous World Cups and National Championships. In total, he won five Winter Games medals.

Both his humanitarian work and athletic achievements have earned Johann numerous international accolades, including the American Sport Museum and Archives Jackie Robinson Humanitarian Award and UNICEF’s Honorary Award. He was named “Sportsman of the Year” by Sports Illustrated magazine and “Best Norwegian Athlete Ever” by the people of Norway. Time magazine chose Johann as one of the “100 Future Leaders of Tomorrow” and the World Economic Forum included him among its “1000 Global Leaders.”

Issue 92 - Nov. 2009

WHEN CHILDREN PLAY, THE WORLD WINS Dedicated to improving the lives of disadvantaged youth, the Toronto-based Right To Play is having a global impact

Right To Play uses sports as a way to teach children valuable life skills such as self-esteem and to work together

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port not only promotes a healthy lifestyle, but also encourages children to work together, understand each other and to be inclusive. These are the values that the humanitarian organization Right To Play instills in youth living in countries wrought with poverty, war and disease. Right To Play coaches teach children how to integrate these positive aspects of sport into their daily lives.

In addition, working with governments to guarantee children’s rights, Right To Play provides education programs on health and disease prevention and implements community development projects.

The organization focuses on groups that are particularly marginalized such as girls, people with disabilities, children with HIV and AIDS, street children and refugees.

Launched under its current name by Johann Koss in 2003, Right To Play was previously known as Olympic Aid, which began in 1992.

In the early 1990s, Johann first traveled to Africa and became involved with the plight of disadvantaged children. At the 1994 Winter Games in Lillehammer, Norway, he won three gold medals in speed skating and donated some of his winnings to Olympic Aid, encouraging fellow athletes to do the same. In so doing, Johann brought the organization worldwide attention and attracted the involvement of new athletes.

Today, an international team of top athletes from more than 40 countries supports the work of Right To Play. As role models, these ambassadors inspire disadvantaged children, raise awareness and promote fundraising efforts. The team includes Toronto Raptor Jose Calderon, swimmer Natalie Coughlin, Pro Football Hall of Famer Steve Young, 2007-08 NHL MVP Alexander Ovechkin and Rootssupported world champion kayaker Adam Van Koeverden.

The ambassadors travel to developing countries to assist Right To Play coaches working with children to develop life skills through games and sports. The programs give children the opportunity to practice regularly and develop their talents, which helps them gain self-esteem, hope, optimism, compassion and motivation. After this new attitude is achieved, the children learn about peer pressure, goal setting, communication and facts about immunization and preventing Issue 92 - Nov. 2009

malaria, HIV and AIDS. Right To Play’s logo is a red soccer ball with the words ‘Look After Yourself, Look After One Another’ inscribed on it. The ball symbolizes the humanitarian potential of sport to promote health, development and peace.

The words embody the positive aspects that sport brings to the lives of youth. The ball often plays a central role in the games the ambassadors and coaches play with the children.

Based in Toronto and currently operating in 23 countries in Africa, Asia and Latin America, Right To Play also works closely with UNICEF, the World Health Organization and other international bodies.

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Issue 92 - Nov. 2009