1998 Nagano Olympic Winter Games

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1998 Nagano Olympic Winter Games

• Roots became the Official Outfitter of the
  Canadian Olympic Team
• Worked with the COA and athletes to design
  amazing uniforms.
• Sponsorship involved VIK and royalties on
  licensed merchandise.
• Success with the Poorboy hat at the Nagano
  Winter Games sold 500,000 hats
• Wayne Gretzky in
• Poorboy Hat

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Cover Page, every U.K. daily, most Canadian, some
U.S. 5M in Advertising Value First time the
boys and their father have been seen smiling
since the death of Diana.
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1998 Olympics Key Learnings

• Canadian exposure is incredible
• 100 increase in store traffic during games
• If designs are hot, retail sales are huge
• If athletes love the designs, greater exposure
• Roots becomes number one traded uniform among
  athletes and visitors in Nagano
• International exposure worth Millions
• Athlete/celebrity endorsements are key

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2000 Sydney Summer Olympic Games
Carolyn Brulet Flag Bearer, Opening
Ceremonies Roots first summer Olympic uniforms
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Wrestling Gold Medal Daniel Igali
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2000 Olympics Key Learnings

• Overseas games in different timezone are
  challenging.
• Success of Canadian team impacts sales.
• Roots first experience at Summer Games.
• Demonstrated to ourselves that Summer Olympics
  would work.
• Other teams really took notice, our phone started
  to ring.

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2002 Salt Lake Winter Olympic Games
Official Outfitter to Team Canada, USA, Great
Britain
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The must-have collectable for 2002
Olympics Celebrity Fans Too!
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Weve got lineups of at least 3 hours, the
stores are overrun, we need every able-bodied
manager down here right now! - Marshall Myles,
CEO
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2002 Olympics Key Learnings

• North American Games have huge domestic
  international viewership.
• Roots introduced to millions of Americans.
• Canadian retail sales very strong (medal count
  up).
• Keeping designs distinct served everyone well.
• Flexibility is Key!
• International exposure worth Millions.

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2004 Athens Summer Olympic Games
Official Outfitter to Team Canada, USA, Great
Britain Barbados
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2004 Olympics Key Learnings

• Overseas games in different timezone are
  challenging.
• Success of Canadian team impacts sales.
• Non-exclusivity dilutes impact.
• Summer Games continue to work well for retail
  sales.

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Canadian Teams 1998 - Nagano 550 1998 - Para
260 1999 - Pan Am 800 2000 - Sydney 600 2000
- Para 360 2002 - Salt Lake 350 2002 - Para
150 2003 - Pan Am 680 2004 - Athens 600 2004
- Para 300 Total 4,650
Other National Teams USOC - 2002 Salt
Lake 600 USOC - 2002 Para 300 USOC - 2004
Athens 1300 USOC - 2004 Para 500 British -
2002 Salt Lake 120 British - 2004 Athens
700 Barbados - 2004 Athens 50 Total 3,570

Nearly 10,000 Athletes, Coaches, Trainers Staff
served by the Outfitter of the
Olympic Games -- Roots
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2010 Bid Committee Sponsorship
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July 2, 2003 We Win !
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2010 Bid Sponsorship Key Learnings

• Right thing to do in the Community.
• Active License from March to Sept 1, 2003.
• Over 1M Retail Sales.
• 1 Visitor item in our stores.
• Vancouver, Whistler, Victoria very active.
• Banff, Eastern Provinces, less active.
• Committed to become licensee when new 2010 Brand
  released in April.

Jack Poole, Ross Rebagliati, Gordon Gampbell,
Catriona Lemay Doan
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2006 Torino Beyond

• Marketing Rights for Canadian Olympic Team
  transferred from C.O.C. to VANOC
• November 2004, Bell first VANOC sponsor
• Other categories (Financial, Automotive, etc.)
  to be negotiated at VANOCs discretion, most
  likely as06 / 08 / 10 / 12 packages
• Apparel Category unusual situation VANOC needs
  2006 Torino uniforms finalized ASAP.
• Torino Uniform RFP issued Dec. 22, 2004,
  due Jan. 19, 2005, awarded
  Feb. 16, 2005, Delivery Nov. 14, 2005

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2006 Torino Beyond

• Roots is committed to continuing as a major Team
  Canada sponsor for 2006 and beyond.
• Roots has contracted Altius Sport Marketing
  (Cossette) to negotiate with VANOC on our behalf.
• We will submit a proposal for the 2006 Torino
  uniform sponsorship.
• We will negotiate for the rights to additional
  Games when possible.
• Roots continues to be an Official Outfitter of
  the U.S.O.C. and the B.O.A.