TORONTO--Olympic snowboarder Ross Rebagliati is such a hit in a TV commercial that Canadian sponsor Roots is expanding its advertising on the small screen. Clothing marketer Roots signed the 1998 gold medal winner--who was at the center of an Olympic drug scandal but later cleared--to an endorsement deal earlier this year and now features him in TV advertising, the marketer's first. "We wanted to see how [TV] flew and it flew very well," says Roots spokesman Raymond Perkins. TV creative from X Unlimited, Toronto, features Mr. Rebagliati snowboarding on the peaks near the ski resort of Whistler, British Columbia, his hometown. Tagline: "These are my Roots." Further TV spots are being considered using other Roots athlete endorsers, including three-time world figure skating champion Elvis Stojko of Canada.
Copyright November 1998, Crain Communications Inc.