In a groundbreaking collaboration that unites Toronto’s iconic retail brands with professional sports, the Toronto Tempo – Canada’s first WNBA team – has unveiled its inaugural merchandise collection today. Headlined by partnerships with hometown favorites Roots and Peace Collective, the launch marks not only a milestone for women’s professional basketball in Canada but also showcases the city’s retail prowess. The inclusion of these beloved Toronto brands, known for their authentic Canadian style and community-focused approach, signals the team’s commitment to deep local integration.
The collection, which went live at 9:00 AM ET on shop.torontotempo.com, showcases the team’s striking Hydrogen Blue and Bordeaux color scheme across a diverse range of products, from apparel to lifestyle accessories. What sets this launch apart is its strong emphasis on local retail partnerships and community integration, with several Canadian-based retailers securing key distribution rights.
“‘When can I get my hands on merch?’ is, without a doubt, the most-asked question we’ve had since we announced the launch of this team,” explains Whitney Bell, Chief Marketing Officer of the Toronto Tempo. This enthusiasm reflects the growing appetite for women’s professional sports merchandise in the Greater Toronto Area, a market that has traditionally been dominated by men’s professional sports teams.
Local Retail Integration
The merchandise rollout strategy demonstrates a clear commitment to Canada’s retail ecosystem. Local shoppers can find Tempo merchandise at several prominent Toronto retailers, including Makeway – known for its focus on women-led brands – and Real Sports at Scotiabank Arena. The inclusion of Canadian retail giant Sport Chek ensures widespread accessibility across the Greater Toronto Area.
Leading the Canadian partnerships are two of Toronto’s most recognized retail success stories: Roots and Peace Collective. Roots, a symbol of Canadian lifestyle since 1973, brings its heritage leather craftsmanship and comfortable athletic wear to the Tempo collection, while Peace Collective, known for its Toronto-proud streetwear and community initiatives, adds its signature urban style to the lineup. These collaborations represent more than just merchandise – they embody the authentic Toronto spirit that the Tempo aims to capture.
Both retailers have deep roots in Toronto’s sports culture, with Roots having a history of outfitting Canadian Olympic teams and Peace Collective being a familiar presence in the Toronto sports scene through their popular Toronto-centric designs. Their involvement in the Tempo project marks a significant expansion of women’s professional sports representation in Toronto’s retail landscape.
Supporting Female Entrepreneurs
In a noteworthy aspect of the launch, the Tempo has made a conscious effort to partner with female-founded businesses. Companies like Round21, Playa Society, The Give & Grow, and Scents by Fay are bringing their unique perspectives to the collection, creating everything from lifestyle accessories to home fragrances that capture the essence of the team’s brand.
Product Range and Accessibility
The collection spans various price points and categories, including:
- Athletic apparel from Nike and Fanatics
- Headwear from New Era
- Canadian-made apparel from Roots and Peace Collective
- Lifestyle accessories and home goods from female-founded brands
- Youth and baby clothing options
Future Retail Strategy
While the initial launch is impressive in scope, the Tempo’s retail strategy appears to be just beginning. The team has confirmed that additional merchandise and licensing partnerships will be announced throughout 2025, leading up to the team’s inaugural season in 2026. The official team jersey, a highly anticipated item, will be released closer to the team’s first tip-off.
Fanatics, as the team’s official omnichannel retail partner, will manage both e-commerce and in-venue retail operations, suggesting a sophisticated approach to merchandise distribution and availability. This partnership ensures that fans will have access to Tempo merchandise both online and at games when they begin at Toronto’s Coca-Cola Coliseum.
Community Impact
The merchandise launch represents more than just retail availability – it’s a tangible way for fans to connect with Canada’s newest professional sports franchise. The decision to partner with local retailers and female-founded businesses aligns with the team’s broader mission of community integration and support for women in business.
“This is just the beginning,” says Bell, highlighting the team’s commitment to fan engagement and community feedback. “We can’t wait to hear from fans; what are your favourite pieces? What’s missing? What should we make next?”
For Toronto’s retail scene, the Tempo’s arrival and merchandise strategy represent a significant opportunity. The combination of professional sports, local retail partnerships, and community engagement creates a unique ecosystem that could serve as a model for future sports franchise launches in the city.
Fans interested in purchasing Toronto Tempo merchandise can visit shop.torontotempo.com or check availability at local retail partners including Makeway, Sport Chek, and Real Sports. Those interested in following the team’s development can find more information, including Season Ticket Waitlist details, at tempo.wnba.com.
Dustin Fuhs is the founder and Editor-in-Chief of 6ix Retail, Toronto’s premier source for retail and hospitality industry news. As the former Editor-in-Chief of Retail Insider, Canada’s most-read retail trade publication, Dustin brings over two decades of expertise spanning retail, marketing, entertainment and hospitality sectors. His experience includes roles with industry giants such as The Walt Disney Company, The Hockey Hall of Fame, The Canadian Opera Company, Starbucks Canada and Blockbuster.
Recognized as a RETHINK Retail Top Retail Expert in 2024, 2025 and 2026, Dustin delivers insider perspectives on Toronto’s evolving retail landscape, from emerging brands to established players reshaping the city’s commercial districts.