Roots marks International Sweatpants Day with inflight campaign
today Jan 23, 2019
To celebrate International Sweatpants Day, Canadian company Roots – known for its signature Salt & Pepper sweatpants – surprised customers on Air Canada’s longest non-stop flight to make it a little more comfortable.
Roots gifted apparel and other accessories to more than 250 customers on Air Canada’s flight from Vancouver, Canada to Melbourne on Monday (of course, sweatpants were included). The activation with Air Canada, whom Roots has previously teamed-up with, was particularly fitting seeing as Australia is a growing market for Roots.
“With a growing Roots brand community in Australia through our international eCommerce platform, and Vancouver to Melbourne ranking as one of the longest flights in the world, joining together with Air Canada to celebrate International Sweatpants Day was a perfect fit,” explained Karen Zuccala, Roots Vice President of Marketing.
“This is one of the many exciting initiatives we have planned to continue to share our brand with the world.”
The Canadian brand has been big on international expansion since 2016 including in Taiwan and China, but most recently announced that it would slow down its retail expansion plans, particularly in the U.S., due to negative 2018 sales.
While the company had planned to open ten to 14 new U.S. stores in fiscal 2019, it now only expects to open five to six stores.
In December, Roots lowered its fiscal 2019 target range for adjusted EBITDA to between $46 million and $50 million, compared to $61 million and $68 million, as well as its adjusted net income target range to between $20 million and $24 million from its previous target range of between $35 million and $40 million.
The company currently operates 118 stores in Canada, seven stores in the United States, 115 partner-operated stores in Taiwan, and 30 partner-operated stores in China.
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