While not used in the film, the Roots Awards shoe was a ubiquitous outerwear statement
for many Canadians two decades ago and has been dragged out of hibernation just in time for the Vancouver Olympics. At the same time, the beaver logo brand that rose to fame on desert boots and the negative heel shoe will be reintroducing footwear, all made in Canada, this fall. Translation: Roots is eagerly returning to its roots. One reason for the refocusing on shoesis co-founder Michael Budman's belief that the footwear shoe business is relatively recession-proof, especially when the product isn't too fussy and has a reputation for dependability. But he also cites director Norman Jewison, who he says once told him, "The more personal the story, the wider the audience it's going to reach."