Lululemon launches Olympics-timed line with worst name ever
Vancouver-based Lululemon has launched a new line of apparel two months before the Olympics called Cool Sporting Event That Takes Place in British Columbia Between 2009 and 2011 Edition. The clumsily titled collection consists of hooded sweatshirts, tuques and T-shirts representing Canada, the United States, Germany and Sweden, the four countries Lulu thinks will represent the most international visitors for the Games.
There are strict rules in place to ensure the Olympics brand isn’t used by other retailers (The Bay won the official clothier bid), but Eric Petersen, Lululemon’s head of community relations, doesn’t think the tagline is specific to the 2010 Games. “We followed the letter of the law on what we believe we can do,” he told the Canadian Press. “We definitely don’t like ambush marketing and don’t feel this is anything like that. It’s really for our guests to read into it what they want.”
We’re not exactly jocks, but we can’t think of any other cool sporting events in Vancouver in 2010.
• Lululemon launches line for ‘Cool Sporting Event That Takes Place Between 2009 & 2011’ [Canadian Press]