• by Colin Kirkland , March 3, 2023

Global lifestyle brand Roots has announced a series of immersive digital experiences in a virtual store hosted on Stadium Live, a platform known as "The Sports Metaverse.” With the partnership, Roots customers will now be able to shop the brand's new apparel and accessories collection both physically and digitally.

According to a recent statement, Stadium Live is aiming to help Roots extend its brand exposure beyond the physical and explore new ways to engage with digital customers in a virtual setting.

“As we strive to continue expanding our brand, we understand the importance of connecting with digital audiences,” says Roots president and CEO Meghan Roach, adding that the partnership is intended to develop brand awareness with “the crucial Gen-Z demographic” through a more immersive experience.

Stadium Live's platform, available for iOS and Android users, is designed to be a one-stop shop for sports fans looking to connect and compete for prizes via sports-focused gameplay and live streams.

The company claims to have attracted over 750,000 registered Gen Z users across North America.

In 2022, Stadium Live raised $10 million in a series A round led by KB Partners and Union Square Venture, with participation from professional athletes such as NBA-star Kevin Durant’s 35 Ventures, and French soccer player Blaise Matuidi’s Origins Fund.