In 2019, Kawhi Leonard led the Toronto Raptors to their first NBA Title.

And then immediately broke an entire country’s heart by leaving Toronto for LA.

When asked why he left Toronto, Kawhi joked that he “couldn’t find gloves big enough” for his notoriously large hands.

After hearing this, Roots — an iconic Canadian clothing brand — jumped on this cultural moment, and made an offer to entice Kawhi to come back.

Raptors’ fans loved the cheeky promo, resulting in 10M earned impressions, a +188% increase in social traffic, and a +154% increase in mentions of Roots.