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Cool Sporting Event that Happens in BC between 2009 and 2011

As many local Vancouver residents already know, the revered atheltic company, Lululemon, is under fire for it’s advertising tactics.

Lululemon Athletica has recently launged a line of clothing titled “Cool Sporting Event That Takes Place in British Columbia Between 2009 & 2011 Edition.” Although this tactic is full of wit, completely within the limits of the law, and typical of the company’s trendy image, many feel this marketing strategy is an unfair surprise to many of the companies who paid VANOC millions of dollars for sponsorship privileges, and unfair to the Canadian atheletes who recieve funding from the sale of official Olympic clothing.

As Bill Cooper, the director of commercial rights management for the Olympics, states “We expected better sportsmanship from a local Canadian company than to produce a clothing line that attempts to profit from the Games but doesn’t support the Games or the success of the Canadian Olympic team.”

However, there may be a reasonable cause for Lululemon’s tactics, even if it is somewhat subtle.

VANOC has long been under fire for it’s attitude towards east Vancouver, especially for it’s eagerness to hide and polish up the area without providing any direct help to those suffering there.

The new athlete vilage at False Creek had been discussed as a location for new affordable housing, but instead VANOC opted for high end condos that could be resold for a profit after the games.

Lululemon has always had a reputation for a culture based on well being and far-eastern philosophy, perhaps this marketing strategy is driven by a morally based ulterior motive.

Needless to say, if Lululemon doesn’t support VANOC’s policies, why contribute to it? However, this is all speculation that began while driving past a Lululemon outlet, and carries no real grounds except for opinion. But, in anysense, it’s not harmful to do some thinking

Tags:   Downtown eastside · Lululemon · marketing · OlympicsNo Comments