Stadium Live and Roots Corporation announced a multi-faceted partnership to deliver a collection of unique digital branded experiences for users. Starting in March, Stadium Live users will have access to exclusive Roots branded activations throughout the platform. The partnership will debut a digital apparel and accessories collection launching in the Stadium Live Roots store, as well as physical apparel – inspired by the digital-first collection.

The first-of-its-kind partnership between the two brands aims to provide Gen Z users with a unique and differentiated way to interact and engage with the Roots brand. Stadium Live's platform ensures a seamless experience from physical to digital, allowing Roots to extend their brand exposure beyond the physical and explore new ways of engaging with digital customers in a virtual setting. Stadium Live's innovative digital platform has attracted over 750,000 registered Gen Z users across North America.

Users participate in sports-focused gameplay and live streams, collect unique items and prizes, chat and make friends with other fans, and customize their in-game avatar.