Roots taps Seth Rogen for holiday campaign

Roots Taps Seth Rogen for Holiday Campaign

Roots, the renowned Canadian brand known for leather goods and sweats, has launched its holiday campaign titled “Anything Roots.” The company chose Seth Rogen, a famous Canadian actor, creator, and star of the Emmy-winning show “The Studio,” as the face of this campaign.

Campaign Concept and Development

In this campaign, Rogen plays the role of Roots’s holiday concierge, providing advice on gifting. The campaign was developed internally, leveraging customer insights.

“Customers were coming to us and saying that anything from Roots is considered a great gift,” said Roots CEO Meghan Roach. “We were initially surprised by that. It was fantastic to hear, and we thought it was really ownable.”

Celebrity Partnership and Brand Alignment

While Roots has collaborated with celebrities before, Rogen represents the most prominent figure they have engaged for a holiday campaign. Although the campaign does not highlight specific products directly, Rogen is featured wearing iconic items such as the brand’s Landscape Sweater.

Roach emphasized how Rogen aligns with Roots’s values:

“He’s so approachable, from a personality perspective, and he’s so engaging. … A lot of the content [he creates is] light, funny and approachable, and I think that reflects a lot of what Roots is, too.”

The campaign highlights Roots’s reputation as a go-to brand for thoughtful gifts during the holiday season.

Author's summary: Roots’s holiday campaign embraces Seth Rogen’s approachable persona to reinforce the brand’s strong reputation as a top choice for thoughtful gifting.

Glossy — 2025-11-04