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TORONTO, February 25, 2025--(BUSINESS WIRE)--BlackNorth Initiative (BNI) is proud to announce the Athletes on Track program returns with its third cohort, with continued sponsorship from Roots Corporation ("Roots," or the "Company") (TSX: ROOT). Building on its impactful support in 2024, Roots sponsors two additional Black student-athletes in 2025, further strengthening the program’s mission to provide financial assistance and career mentorship to university athletes.
The Athletes on Track program is a bursary and mentorship initiative designed to equip Black student-athletes with financial support and professional development opportunities to ensure long-term success beyond their athletic careers. Through this partnership, each recipient will receive a bursary and mentorship from experienced professionals in their field of study, helping them navigate career paths and build essential skills.
"Commitment from Roots to Athletes on Track is a powerful testament to the role that corporations can play in advancing equity and inclusion," said Dahabo Ahmed-Omer, CEO of BlackNorth Initiative. "With their continued support, we are empowering more Black student-athletes with the tools and resources necessary to succeed in both sports and their future careers."
Roots has been a strong advocate for diversity, equity, and inclusion and is among the original signatories of the BlackNorth Initiative CEO Pledge from 2020. This continued sponsorship is part of Roots broader mission to eliminate systemic barriers and create opportunities for Black Canadians in both the workplace and the community.
"We are excited to continue to support Athletes on Track and student-athletes through this program in partnership with BlackNorth Initiative," commented Meghan Roach, President & CEO of Roots Corporation. "Community remains one of the key pillars of our values at Roots. This initiative represents an opportunity to bring that value to life by supporting the mentorship and financial assistance these students need to excel both on and off the field."
In 2020, Roots launched Roots Cares, a program designed to give back to and partner with communities in need. Since its inception, Roots has donated approximately $4 million, along with in-kind donations to various organizations within communities in which Roots operates. Supporting BNI since 2020, Roots continues to be a proud and dedicated partner in 2025. Together, we're building a stronger, more inclusive future for young generations.