As part of my internship at Roots Canada I was asked to develop a proposal for national design competition.
As Canadians we pride ourselves on our multiculturalism.
Through this we foster a deep
sense of unity that invigorates the country with the
vitality of the Canadian spirit. Sports
heritage, like multiculturalism, is an integral part of Canadian
culture. The Olympics gives Canadians the chance to celebrate this spirit
through the competition of sports. Inherited from generations of the past, its
legacy must be preserved in the present on behalf of future Canadians.
The Olympics are about celebrating the active lifestyle and
Roots is committed to the
development of its authentic athletic lifestyle brand. As a
result, we are proposing a
contemporary creative exploration into the multicultural
heritage of sports using Roots
products as its essential materials. This will take the
form of a nationwide design
competition in which participants will be asked to design
small installation pieces that
re-examines, redefines and reinforces the celebration of
the multicultural spirit of sports
heritage. This concept provides a great source of
inspiration to the competition and its
potential allows for the translation of creative platforms
ranging from advertising campaigns down to store window displays.
The goal of the competition would be to use multiculturalism and art as catalysts for creating awareness and promoting the value of sports heritage within a Roots context. The creative objective would be to create bold visionary interpretations of this concept through the construction of Roots products. The selected works would be displayed at the launch of the Roots Olympic Collection and would be part of a series of Roots store exhibitions in Vancouver and Toronto that would ideally coincide with the 2010 Olympic and Paralympics Winter Games.