March 2021 Roots campaign
rediscover comfort
yesterday’s classics. today’s essentials.

Creative Direction: Patrick Davis
Copy: Rachel Renda
Art Direction: Alicia Churilla

The Story
If you find yourself recalling a fond memory and wish you could recapture that moment, you're not alone—the past is as elusive a dream as the future. Speckled with the purest memories of playfulness, irrevocable happiness and good times, we look back on this collective nostalgia as a form of comfort. 

We return to our style archives for the March campaign and bring the iconic ‘logo’ from the late 80s and give it a brand-new spotlight. The Roots Retro Collection is a prime example of combining ‘vintage’ elements with new creations. Gathering inspiration from the style icons and sitcoms of the late 80s and early 90s, we set out to capture an upbeat, lighthearted, and incredibly inclusive lookbook aesthetic.

By featuring key silhouettes and colour blocking with an updated approach captured in a more retro lens. We pay homage to our athletic heritage that breathes new life into throwback looks transforming yesterday's classics into today's staple pieces and are sure to become part of your everyday essentials.

Although our March campaign draws inspiration from the late 80s and early 90s, we utilize the #RediscoverComfort hashtag to challenge consumers from all eras to share in a dialogue focused on how Roots evokes a feeling of nostalgia in themselves. Even if you've never owned a Roots piece, you have definitely seen someone else wear it, proving that Roots offers absolute comfort without giving up on style—maybe that's just the nostalgia talking. We'll let our customers decide for themselves.