# Women's Basketball Brand Ambassadors Roots Extended Its Partnership With NCAA Star Toby Fournier By Adam Harrie | Published 2026-04-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/basketball-brand References: [businesswire](https://www.businesswire.com/news/home/20260325374808/en/Roots-Announces-Second-Year-of-Partnership-with-Canadian-Basketball-Star-Toby-Fournier-Furthering-Commitment-to-Women-in-Sport) & [roots](http://roots.com/ca/en/search?q=wnba&lang=null&start=0&sz=36) [Roots](https://www.trendhunter.com/trends/pit-stops-summer) has extended its basketball brand ambassador partnership with [Duke University](https://www.trendhunter.com/trends/sally-hansen-and-jared-mccain) basketball player Toby Fournier into a second year, building on a campaign focused on women's sports and athletic confidence. The renewal of the partnership between The Roots and Toby aligns with Fournier's AP All-American third-team selection and Duke's 2026 [NCAA](https://www.trendhunter.com/trends/ncaa-athletes) Women's Basketball Tournament title. Alongside the ambassador partnership extension, Roots launched the second edition of its limited-edition official 'WNBA Collection,' featuring apparel and league goods celebrating Canada's first WNBA team. The lineup includes sweaters, t-shirts and leather products available online and in select stores. As women's basketball continues to expand into new markets like Canada, Roots demonstrates how a Canadian lifestyle brand can strengthen its support for female athletes at every level, from college courts to the professional game. Image Credit: Roots/WNBA ## Trend Insights (Trend Hunter) - Score: 7.4/10 - Popularity: 93% | Activity: 57% | Freshness: 71% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Athlete Brand Ambassadorship:** A shift toward long-term partnerships with college athletes creates potential for co-branded product lines and deeper consumer affinity driven by athlete narratives. - **Women's Sports Market Expansion:** The growing commercial traction of women's basketball in new regions like Canada indicates opportunities for localized leagues, merchandising, and fan-engagement platforms tailored to emerging markets. - **Limited-edition Athletic Apparel Collaborations:** Limited drops tied to league milestones and athlete achievements suggest disruption through scarcity-driven retail models and collectible-focused brand ecosystems. ### Sectors Adopting This - **Sportswear and Retail:** An emphasis on athlete-endorsed collections points to transformative omnichannel experiences that blend footwear, apparel, and leather goods into premium lifestyle assortments. - **Collegiate Athletics:** Elevated visibility of college stars highlights new commercial pathways linking NIL-driven partnerships with institutional branding and alumni-focused monetization. - **Sports Media and Sponsorship:** Expanding women's leagues and ambassador stories create scope for narrative-driven sponsorships and multimedia content models that monetize athlete-led fandom. ## Related on Trend Hunter - [Iconic Canadian Brand Collabs](https://www.trendhunter.com/trends/molson-and-roots.md) - [Tennis Star Ambassador Deals](https://www.trendhunter.com/trends/walkers-shortbread-1.md) - [Black Student-Supporting Beauty Initiatives](https://www.trendhunter.com/trends/rooted-in-success1.md) - [Female Athlete-Fronted Luxury Campaigns](https://www.trendhunter.com/trends/coach-x-wnba-campaign.md) - [Trailblazing Golf Events](https://www.trendhunter.com/trends/original-tee-golf-classic.md) - [Co-Branded Nostalgic Summer Collections](https://www.trendhunter.com/trends/canada-dry-and-roots.md) - [Women’s Hockey Star Apparel](https://www.trendhunter.com/trends/womens-hockey-star.md) - [Athlete-Backed Basketball Collections](https://www.trendhunter.com/trends/caitlin-clark.md) - [Stylish Basketball Athlete Uniforms](https://www.trendhunter.com/trends/the-toronto-tempo.md)