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.
These guys are even harder to attract. Why? Well, they’re smart and have already suffered through the Olympic “once in a lifetime experience” for the last six years from an up-close and personal perspective. Talk about jaded. You might even be one of them. They’ve had to endure criticism from their family and friends the whole time. This group has had it with anti-Olympic whiners and armchair critics. They are true blue Olympic fans, and unless you have very unique Olympic swag they won’t even look your way. It is possible to get to them, but hardly worth the effort because they are now house and tax poor. Most can’t even really afford Olympic tickets unless they hock something.
The SECRET HIDDEN Market
The last group will surprise you. They’re the local people who actually hate the Olympics. This group grows larger as we get closer to the Games. In December 2009 Decima Research released a poll revealing that well more than half of British Columbians feel the Olympics is more of a drawback than a benefit. How VANOC screwed this up is a subject for another article, but the point I’m making here is, if you empathize with this crowd they can be the easiest to reach. In fact, lululemon is doing it in real time right before your eyes. Not only have they scooped money from diehard fans that was destined for IOC administrative salaries, they will also sell product to Olympic malcontents by poking fun at the Games! If you’re one of those borderline people like me who love Olympic sport but hate the politics, purchasing lululemon winter sport gear is a no brainer. You get to cheer for your favourite athlete while looking sexy at the same time, but you don’t encourage or support bad IOC behaviour.
Seriously, what more can you ask of an Olympic opportunity of a lifetime?
The big question now is whether VANOC will allow people wearing lululemon garb into the high security Olympic zones and sports facilities. Is VANOC really going to do strip searches to see what kind of t-shirt your wearing? They can and they will. Chip Wilson declared all out war, in a passive aggressive kind of way of course, and the IOC has little choice but to act accordingly if they want to protect their sponsors.
Not sure if Chip designed lacy BIG EVENT underwear, but if you have to strip down to your thong to get in to BC Place it will without doubt start the cameras cranking. How far are you willing to go to support your favourite athlete?
If you don’t have the budget to pull a lulu, and who does, use your website, blog, and twitter to reach around the world and connect with all those happy people coming to spend their money at the 2010 Olympics. Let them know where you are, what you have and that you accept more than just VISA.
One last note; If lululemon wants to take this over the top they had better quickly contribute to amateur athletes in some way shape or form, and it better be big. If not the IOC will have plenty of ammunition to spin it so it looks like nothing more than a cheap stunt and money grab. It will take a lot more than what they have already done so far in order to justify their actions to the global public once the IOC puts their spin on it.
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. Athletes love it when the money comes straight to them and doesn’t pay COC or IOC salaries.
NIKE (now an Olympic sponsor) at one time was infamous for leveraging Olympic momentum in a manner similar to lululemon, but they always put the athlete first and brought to the forefront the struggles amateur Olympic athletes experience. Let’s hope the bendy stretchy gang does it too.
Maurice Cardinal has two decades of experience in the entertainment industry managing projects with companies like Capitol EMI, CBC, CBS, Grammy Award winning artists and also Fortune 500 companies, plus he has managed special events with a variety of Canadian politicians and two US Presidential Teams.
He has managed projects for the '88 Olympics in Calgary, and Expo '86 in Vancouver, plus Radio City Music Hall, the Houston Astrodome, and thousands of venues in between around the world. For the last ten years he produced and co-wrote a business newsletter (about managing news media in a crisis) read by thousands of executives and politicians, including a dozen U.S. senators and MBA students at Harvard Law School.
In addition he has designed and produced community-based internet communication campaigns and has managed projects in Canada, United States, Europe, and the Pacific Rim. He has twenty years experience in the traditional world of marketing, operations and promotion, plus a decade and a half exclusively as a new media communicator, developer, and advisor.