Toronto based lifestyle brand Roots Corporation is extending its partnership with Canadian NCAA basketball star Toby Fournier into a second year, reinforcing the brand’s long term commitment to women’s sport and its growing Activewear business. The renewed deal keeps Fournier as the face of Roots Activewear just as she builds momentum at Duke University and on the global basketball stage.
A Second Year As Activewear Ambassador
Fournier will continue as Roots Activewear Ambassador throughout 2026, starring in marketing campaigns that celebrate movement, confidence, and everyday wearability on and off the court. She first joined Roots in 2025 as the brand’s first female activewear ambassador, a milestone that put women’s performance front and center in a category historically dominated by menswear stories.
Campaigns will run across digital, social, retail, and in store storytelling, highlighting pieces from Roots’ soft performance activewear, think breathable fleece, stretch basics, and sport inspired separates designed to move from campus to city. As March Madness and big moments in women’s basketball draw new audiences, Fournier’s role positions Roots to reach fans who see her as both an athlete and a style reference.
Why Toby Fournier Is Central To Roots’ Women In Sport Strategy
Fournier, a 6 foot 2 power forward, has become one of the most talked about young players in Canadian basketball, known initially for a viral in game dunk at 14 and later for international performances with Team Canada. At Duke, she has already earned recognition, including ACC Rookie of the Year and All Freshman Team honors, cementing her as a foundational figure in the next generation of women’s hoops.
“We are thrilled to enter our second year with Toby,” says Leslie Golts, Chief Marketing Officer at Roots. “This partnership reinforces our commitment to women in sport. Toby’s exceptional on-court talent and authentic connection to our brand makes her the perfect ambassador as we continue to expand our reach within the athletic community and inspire the next generation of athletes. We are so proud to have her on our team and support her journey.”
Beyond One Athlete: Roots, The WNBA, and A Wider Platform
The Fournier announcement coincides with International Women’s Month and the second drop of Roots Official WNBA Collection, available online and in select retail locations. The collection features T shirts, sweatshirts, and leather pieces inspired by the league’s growing cultural footprint, extending the brand’s role in women’s basketball beyond a single NCAA partnership.
“This continued partnership means so much to me,” says Toby Fournier. “As a proud Canadian, I grew up wearing Roots, so having them support me through the early stages of my career is truly a full-circle moment. I know first-hand the impact that sports can have on one’s confidence, so having a brand like Roots invest in my journey is really inspiring.”
Roots has steadily expanded its women in sport platform, combining athlete partnerships, league collaborations, and product storytelling to position its Activewear line as both performance capable and lifestyle relevant. This gives Roots a clear narrative: a heritage Canadian brand using its outdoor and comfort credentials to back the rise of women’s basketball from grassroots to the pro ranks.
