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Roots expands partnership with BlackNorth Initiative by offering Canadian athletes support through the “Athletes on Track” program

TORONTO, /CNW/ – Global lifestyle brand Roots Corporation (“Roots” or the “Company”) (TSX: ROOT) is proud to partner with BlackNorth Initiative (“BNI”) on its “Athletes on Track” program as a sponsor for the 2024-2025 season. “Athletes on Track” is a bursary and mentorship program designed to financially support university student-athletes and supply them with the tools necessary to enter and thrive in the job market once they graduate. As part of Roots participation in the program, two Black student-athletes will receive a bursary and a mentor appointed by BNI to support them in general skill development and provide career path guidance based on their area of studies.

“Roots has a long-standing tradition of celebrating athletics and youth in Canada, and we are proud to build on our existing relationship with BlackNorth Initiative to support student-athletes through this program,” commented Meghan Roach, President & CEO of Roots Corporation.  “We look forward to being part of a program that takes another step towards creating a more inclusive and vibrant future for all Canadians.”

“We’re excited to strengthen our partnership with Roots, supporting the “Athletes on Track” Program,” says Dahabo Ahmed-Omer, CEO of BlackNorth Initiative. “This collaboration highlights our mutual commitment to empowering Black student-athletes in Canada with financial support and mentorship. It’s a step forward in promoting diversity, equity, and inclusion, paving the way for these athletes to excel in sports and their future careers.’’

The “Athletes on Track” program will be funded through the Roots Cares initiative. Roots was one of the original signatories of the Black North Initiative CEO Pledge in 2020, which is a commitment to actively working toward removing anti-Black systemic barriers that negatively affect Black Canadians’ lives in Canada’s workplaces. The pledge also acknowledges the existence of anti-Black racism and its impact on Canada’s Black communities, and the need to create opportunities within companies for Black people.

To learn more about Roots Cares, please visit, and to learn more about BlackNorth Initiative and their programs, please visit

BlackNorth Initiative

The BlackNorth Initiative is on a mission to end anti-Black systemic racism throughout all aspects of our lives by utilizing a business-first mindset. We are committed to the removal of anti-Black systemic barriers negatively affecting the lives of Black Canadians. For more information, visit and follow us on social media @blacknorthca.


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