Roots Taps Canadian Icon Seth Rogen as the Face of Its 2025 Holiday Campaign

TORONTO, November 4, 2025 – Roots, the renowned Canadian outdoor lifestyle brand recognized for its heritage leather goods, high-quality sweats, and signature maple leaf, has named actor, writer, and producer Seth Rogen as the face of its 2025 holiday campaign.

With more than fifty years of history, Roots continues to blend tradition with modern culture. The collaboration with Rogen highlights the brand’s ongoing dedication to celebrating personalities that represent humour, authenticity, and a true Canadian spirit.

Campaign Concept “Anything Roots”

The new campaign, titled Anything Roots, captures the warmth and nostalgia of the holiday season with a lighthearted, retro-inspired style. Rogen stars as the “Roots Holiday Concierge,” taking calls from stressed-out shoppers and dispensing witty, heartfelt advice — all with his signature humour and charm.

The campaign merges playful storytelling with the brand's core values.
Rogen’s character personifies the Roots combination of heritage and modernity.
Each scene emphasizes connection, laughter, and the spirit of giving.

Brand Statement

“Seth Rogen embodies many of the traits associated with Roots: warmth, creativity, wittiness, authenticity, and a deep sense of community,” said Leslie Golts, Chief Marketing Officer of Roots. “For over 50 years, we have celebrated people who stay true to themselves and their roots.”

This collaboration cements Roots’ position as a brand that celebrates Canadian culture while embracing humor, heart, and genuine style for the holiday season.

Author’s Summary: Through a nostalgic holiday campaign, Roots and Seth Rogen unite to celebrate humour, authenticity, and Canadian identity with modern warmth and charm.

美通社 — 2025-11-04