Roots is doubling down on nostalgia, humour and Canadian cultural cachet this holiday season. The brand, which was established in 1973, has enlisted one of the country’s most beloved stars to deliver the message.
The premium outdoor lifestyle brand has tapped actor, writer and producer Seth Rogen as the face of its 2025 holiday campaign, marking a playful evolution in its strategy to blend legacy with contemporary cultural relevance.
The move signals Roots continued push to show up not just as a heritage label but as a modern lifestyle brand that understands how to tap entertainment personalities to spark emotional resonance and seasonal excitement.
“For over 50 years, we have celebrated people who stay true to themselves and their roots. Seth Rogen embodies many of the traits associated with Roots: warmth, creativity, wittiness, authenticity and a deep sense of community, comments Leslie Golts, Chief Marketing Officer at Roots.
Humour as Brand Currency
The campaign, aptly titled Anything Roots, positions Rogen as a “Roots Holiday Concierge,” doling out festive solutions to frantic shoppers with deadpan charm in a retro-leaning call-center setting. It’s a narrative built to strike a chord with consumers navigating the chaotic emotional ecosystem of year-end gifting.
Rogen, whose comedic sensibility and proudly Canadian persona become the vehicle for the message, puts it simply in the short:
“When it comes to holiday gift shopping, get them anything Roots – they’ll be psyched.”
Roots is banking on that blend of earnestness and wink-and-nod humour to drive cultural conversation, an increasingly important lever for heritage brands working to stay connected to younger consumers while reaffirming authenticity with legacy audiences.
Nostalgia Meets Omni-Channel Execution
The Anything Roots campaign spans out-of-home, social media, streaming platforms including Spotify, in-store takeover moments and Roots.com. It also includes a physical and phone-based activation: a dedicated “Roots Holiday Hotline” (1-855-ANY-THNG), and in select stores, an interactive concierge experience that extends the campaign world into real life.
“This campaign is a tribute to the quirks, traditions, and nostalgia that make the holidays feel like home”
Leslie Golts, Chief Marketing Officer at Roots.
Featured Styles Worn by Seth in the Campaign: Roots Heritage Crew, Cabin Fair Isle Cardigan, Landscape Intarsia Cardigan
Seth’s Picks
In celebration of Root’s holiday campaign, Seth hand-selected his favourite pieces from their latest collection to inspire Canadians as they discover standout gifts for the season. His wardrobe features a curated selection of seasonal favourites that blend comfort, craftsmanship and timeliness design.
Seth’s favourite pieces include the Signature Pajama Set in Varsity Green, Cabin Landscape Crew and the Organic Original Half Zip Stein.
Tapping Cultural Capital, Not Just Celebrity
Rather than leaning on aspirational glamour, Roots is positioning Rogen as a relatable cultural symbol of homegrown comfort — aligning seamlessly with its brand pillars: craftsmanship, warmth, and functional luxury rooted in everyday life.
Brought to life through the vision of Roots Image Director, Micah Cameron in collaboration with Roots Creative Director Joey Gollish, the campaign was directed by Josh Locy, photographed by Jacq Harriet, and produced by Chelsea Pictures and Cartel with support from the Roots marketing in-house teams. Rooted in heritage but designed for today, Anything Roots captures the joyful chaos of the holidays and the beauty of staying connected across borders, generations, and traditions.
For more than half a century, Roots has been woven into the fabric of sports, culture, and entertainment through close relationships with celebrated figures across the globe. Their partnerships have included headline collaborations to outfitting, to officially dressing Olympic teams. It is a full circle moment for the brand as they continue to honour that heritage while staying firmly rooted in the moments, keeping them culturally fresh.
As competition in the premium lifestyle space intensifies and brands increasingly fight for authentic connection over slick perfection, Roots is layering heritage storytelling with humour-first modernity, and Rogen’s presence gives it permission to laugh at the season’s frenzy while celebrating its heart.
The brand is betting that this sentimental-but-self-aware tone, plus a legacy of craftsmanship and iconic leather goods and sweats, will resonate with consumers seeking gifts that feel personal and built to last.
Shop Rogen’s looks from the campaign, now available in-store and online.
