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]
![](http://www.facebook.com/sharer.php?u=https://torontolife.com/shopping/lululemon-launches-olympics-timed-line-with-worst-name-ever/&title=Lululemon launches Olympics-timed line with worst name ever&picture=https://torontolife.com/wp-content/uploads/2009/12/renderImage.jpg&description=[caption id="attachment_15758" align="alignleft" width="170" caption="Official Olympics mittens from The Bay"][/caption]
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]){kind=link}
I’m sure the Lululemon items will be stylish, unlike the hideous crap The Bay has produced. The torch bearers look great in the cool winter colours of white and aqua….then they have brick red wooly mittens. Clash! Yuch!
….other retailers are certainly carrying Olympic-themed stuff: Aritzia for one.
Re: Ana –
That’s because Aritzia is an official licensee, Lululemon is not.
What a bunch of Landmark lovin’ douches.
There certainly won’t be any ice-related sporting events in the Toronto area past April for the next few years….
Get your head out of your backside TL… The title of the clothing line is Cool Sporting Event That Takes Place in British Columbia Between 2009 and 2011 Edition. The important part being “in British Columbia”, not Vancouver as the last line of your dreadfully written, and horrifically narrow minded, article notes.
Plus, good for Lululemon for sticking it to the Olympics a bit. The Olympics have sure been doing it to everyone else for some time now (take for example forcing a family business named Olympia Pizza to change it’s name, even though they’ve been in business under that name for something like 25 years). The Olympics use bully tactics and are upset now that someone outsmarted them.
Your article – learn to read, eh?:
“We’re not exactly jocks, but we can’t think of any other cool sporting events in Vancouver in 2010.”
Lulumon:
“Cool Sporting Event That Takes Place in British Columbia Between 2009 and 2011 Edition”
So you fail on differentiating the CITY of Vancouver vs the PROVINCE of BC.
Are you all that stupid in Toronto?
James:
Your comment – learn to spell, eh?
I lived by Cambie Street during the years of horrible Olympic construction, and watched some of my favourite neighbourhood businesses close down because of it.
…So it’s hard for me not to feel a little joy when hearing about someone taking a bite out of VANOC. :)
Actually, contrary to your assertion, it is a brilliant name!
VANOC, the local organizing committee as well as the IOC, have been waging harassment battles with local businesses and non-profit organizations for years now.
“Olympics”, “2010 Games”, “Vancouver 2010” et al are all trademarked names belonging to the IOC and VANOC. And the bidding process is so corrupt, not to mention costly, there are other deserving LOCAL businesses that deserve to be in on the games but aren’t.
So what is a local, successful business to do?
Poke the IOC in the eye. That’s what. And Lululemon did just that. They are local heros around here because of their single fingered salute to the IOC.
I, for one, will be buying mitts from the Bay but my tuque from Lululemon!
Toronto may think it’s world class, but it has held neither a Worlds Fair nor an Olympics. Should the day come when you get the IOC-treatment, you’ll see for yourselves exactly how we feel in Vancouver. And should that day come, we’ll all be peering over the mountains whispering, “We told you so!”
The hooded sweatshirts look amazing and very colorful to.
The gloves are also very cute, awww. :)
70 percent of lululemon products come from third world sweatshops. And did anyone hear about the lululemon employee that brutally beat her co-worker to death in March 2011 in the U.S.A. She crushed her skull and snapped her neck inside the lululemon store.