Michael Budman – Branding Roots

Roots Co-Founder Michael Budman waxes poetic on the brand of Roots and chronicles its rise into popular culture. Having started the company with his long-time friend Don Green, Michael and Don boast a client base that includes the Canadian, American and British Olympic teams. Weary of the way sport has been used as a tool of political propaganda, Michael discusses the heritage of Roots and, finally, clues us in on the company’s future trajectory.