Canadian outdoor lifestyle brand Roots has named Canadian NCAA basketball player Toby Fournier as the brand’s first female ambassador for its activewear category.
Roots taps NCAA basketball player Toby Fournier as first female activewear ambassador – Roots
In this role, Fournier, a freshman at Duke University and reigning ACC Rookie of the Year, will represent Roots Activewear in sport-adjacent marketing content both on and off the court.
Fournier first made headlines at 14 with a viral dunk and soon gained international recognition at the FIBA World Basketball Summit. A 6-foot-2 power forward, she ranked 10th in ESPN’s Class of 2024. She has represented Canada on the international stage, earning a bronze medal at the U19 Women’s FIBA World Cup.
“Toby embodies the spirit of Roots: passion, resilience and an unwavering commitment to excellence. She is a true rising star in the world of women’s basketball, and as a brand that has always celebrated athletics, we are thrilled to have her join the Roots family,” said Leslie Golts, chief marketing officer at Roots.
“Through this partnership, we aim to inspire young athletes across Canada and beyond and share with more people the high-quality and thoughtfully crafted breadth of our activewear products.”
The partnership underscores Roots’ commitment to supporting emerging female athletes and expanding the reach of its high-performance activewear. It also builds on the company’s recent collaboration with the WNBA, allowing Roots to continue to play a key role in outfitting athletes with sport-inspired apparel and leather goods.
Fournier added: “I’ve been wearing Roots since I was a kid, and it’s always been a brand that stands for quality, comfort, and style. For me, Roots represents authenticity and the freedom to move without limits. As I push myself to new heights in basketball, I’m honoured to align with a brand that values both innovation and purpose. I’m so excited to share this journey with the Roots community!”
