Roots Taps OCAD U Student for Design Collaboration, Launching New Collection
Event summary
- Roots partnered with OCAD University to launch a student design contest, selecting Shina Kang as the winning designer.
- Kang spent a day at Roots' headquarters collaborating with the design team to develop her concept into a finished product.
- The collaboration collection launched on September 8, 2026, during OCAD U’s back-to-school street fair.
- The pieces are available for purchase on shopocadu.com.
The big picture
Roots' collaboration with OCAD University underscores a broader industry trend of brands leveraging academic partnerships to foster innovation and attract younger consumers. This move aligns with Roots' strategy to champion Canadian creative talent, potentially strengthening its brand loyalty and market differentiation. The initiative also reflects a growing emphasis on experiential learning in design education, bridging the gap between academic creativity and commercial product development.
What we're watching
- Talent Pipeline
- Whether Roots can sustain long-term engagement with emerging designers to maintain creative freshness.
- Brand Differentiation
- How this collaboration will impact Roots' positioning against competitors in the premium outdoor lifestyle segment.
- Revenue Impact
- The pace at which student-designed collections contribute to Roots' top-line growth.
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