lululemon 'lympics

My company raises tens of thousands of dollars for Olympic athletes simply by introducing companies with money to needy athletes. We have a long list of athletes in dire need and many who are 2010 Olympic contenders who would love to hook up with Chip Wilson of lululemon.

Athletes love it when the money comes straight to them and doesn’t pay COC or IOC salaries.


Nothing limp about Chip Wilson, at least respective of the 2010 Olympic Games.

Chip and the bendy stretchy gang recently launched a clothing line and "Cool Sporting Event That Takes Place in British Columbia Between 2009 & 2011 Edition" strategy that all Canadian businesses, especially those in Vancouver and Whistler would do well to emulate.

As usual, lululemon marketing pros are causing quite a stir and doing it in a laid back, lotus position kind of way.

How the hell do they keep doing that?

These guys have passive aggressive marketing down to a science.

Personally, when I think of aggressive doping cheating Olympic sport, I don’t think of lululemon, and I’m sure most hardcore lululemon “downward dog” customers don’t either, but Chip Wilson, lululemon head honcho and smartenpreneur, recognizes the 2010 Olympics is just  too lucrative a train to let pass by without getting onboard.

Chips is so smart he makes VANOC CEO John Furlong look like George W. Bush.

The progressive clothing manufacturer burst out of the dressing room in assless chaps with both guns blazing. His new “sport line” shoots straight into the libidos of the 2010 Olympic crowd and plays off of a sense of patriotism, wet coast yoga fashion, sexiness, and humour. If you think red mittens are hot, wait till you see your wife or girlfriend posing beside the Xmas tree in this cheerleading gear. And girls, there’s a line for the boys too that will make his biceps and pecs look as scrumptious as hot cinnamon sticky buns.

How smart is Chip? Well, his winter toque-styled hat looks like a soft fuzzy hockey helmet. But that’s not all. Each toque/ helmet comes with its own little canister of tooth blackout so you can not only look the part, but be the part.  How cool will it be during the gold medal match between Canada and USA to cheer in the stands at GM Place (renamed Canada Hockey Place for the Olympics) and actually look like you belong on the ice? When the CTV cameras zoom in on you for a close-up flash’em a big, missing-tooth smile.

It gets even better! Chip designed an umbrella to look like a hockey stick. In my book, Leverage Olympic Momentum published in 2006, I strongly advised companies to sell rain gear and umbrellas to 2010 spectators because it rains here so much, and Chip did so in his unique style. The handle of his umbrella is the blade of a hockey stick wrapped in real looking black cloth hockey tape, and when you open it up a picture of a rough tough Bertuzzi-like hockey player pops up on the outside shell. You can also buy a t-shirt with the same toothless enforcer imprinted on the chest.

Chip and the bendy stretchy gang also designed mittens and scarves with the words “Cheer Me On” printed on each article. The palms of the mittens even have lululemon logos woven into them, kinda like the real thing, except the real thing has a maple leaf, and the fake things are better quality.

Their soft cotton podium posing hoodies have gold zippers on the red Canadian version, and silver zippers on the blue USA version. Subtle, but humorously devious.

One of the most controversial items is a ladies sexy red t with the word “sorry” across the chest. The “o” is replaced with the lulu logo. This item plumbs down through a number of philosophical layers. Upon seeing it, the first thing that came to mind was the infamous “sorry” campaign orchestrated by Australian Aboriginals preceding the 2000 Olympics in Sydney.  Aboriginals launched a “sorry” campaign to embarrass the Australian government for not publicly saying “sorry” to the Aboriginals they enslaved and mistreated for 200 years. (Sound familiar Canada?) The next thing I thought regarding the t-shirt was that it was a funny reference to us Canadians who always say “sorry” even when it’s not justified or we don’t really mean it. And finally, I thought, maybe Chip is just being cheeky and saying to VANOC, “sorry we created such a sexy product and stole your thunder.” Who knows?

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