The Globe and Mail reports in its Saturday edition that Roots may have built its brand on all things comfy and cozy, but its chief executive officer says activewear is now "really becoming a core part" of the brand. A Canadian Press dispatch to The Globe says the category has seen such sustained double-digit growth that Meghan Roach plans to make it a key part of the business's future. "It's an area you will see us continue to expand upon," she told analysts on a Friday call. The Toronto-based retailer's push into activewear has taken shape over many years and included several turns as the official designer and supplier of Team Canada's Olympic uniform. Consumers have had plenty of choice when it comes to workout gear and other apparel suited to their sporting needs. On top of the slew of athletic brands such as Nike and Adidas, shoppers have also gravitated toward Lululemon, Alo and Vuori, ramping up competition in the activewear category. Ms. Roach feels Roots' toehold in the category stems from the fit, feel and following its merchandise has cultivated. Ms. Roach's remarks came the same day as Roots revealed it lost $5.2-million in its latest quarter compared with a loss of $5.3-million in the same quarter last year.