International Sweatpants Day, a celebration of “quilted cotton pants” aimed at putting comfort first, provided the premise for a surprise brand partnership between Roots and Air Canada.
In celebration of International Sweatpants Day on January 21, APEX member Air Canada teamed up with iconic Canadian lifestyle brand Roots to give over 250 passengers traveling on a flight between Vancouver and Melbourne a more comfortable journey. The lucky Air Canada customers each received a pair of Roots signature “Salt & Pepper” sweatpants, a hoody and a handcrafted leather passport holder before boarding the flight, with many changing into their new outfit in dressing rooms that were set up at the gate.
“Air Canada is thrilled to partner with Roots to surprise our customers on this special flight, the longest non-stop flight in our network, with iconic Canadian apparel,” said Andy Shibata, managing director, Brand at Air Canada. “What better way to celebrate International Sweatpants Day than by crossing six time zones in Air Canada’s state-of-the-art Dreamliner aircraft wearing a comfy and stylish pair of classic Roots sweatpants?”
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To celebrate #InternationalSweatpantsDay we teamed up with Roots to surprise more than 250 customers on their way to Melbourne! Want in? You and a friend could win* a FREE flight to anywhere in Canada PLUS a travel package featuring Roots sweats, a Small Banff Bag and more! Follow @roots and @aircanada. Tag your travel buddy below. Post a photo of you wearing your favourite Roots sweatpants, tag @Roots #internationalsweatpantsday #contest. Rules and regs link in our bio. 🙌🧦🌎 . . Pour célébrer la Journée Internationale des Pantalons en coton ouaté nous collaborons avec Roots pour surprendre plus de 250 de nos clients lors de leur voyage vers Melbourne! Cela te tente? Toi et un.e ami.e pourriez gagner* un billet d'avion GRATUIT vers n'importe où au Canada ET un ensemble de voyage comprenant des pantalons Roots, un petit sac Banff et plus! Assure-toi d'être abonné au comptes @Roots et @aircanada. Mentionne ton compagnon de voyage ci-dessous. Publie une photo de toi portant tes pantalons Roots favoris en étiquetant @Roots au moyen des mots-clics #Journéeinternationaledespantalonsencotonouaté et #Concours. Lien vers les règlements disponible sur notre profil. 🙌🧦🌎
Landing at 10:05 a.m. Melbourne time, passengers on board the Air Canada flight were some of the first people in the world to celebrate International Sweatpants Day in 2019.
“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,” commented Karen Zuccala, VP Marketing, Roots.
The two brands are also hosting a “Roots x Air Canada contest” on Instagram, giving entrants the chance to win two Air Canada round-trip airfares to any destination in Canada as well as two Roots travel packages containing Roots sweats, a Banff Bag and more.