Marketing in the Olympic Wake
Is it rogue or is it ambush marketing? With hockey helmet toques, a front tooth blackout marker, Canada-emblazoned hoodies, and Eh? t-shirts, it calls out to the inner hoser in all of us. The latest news is that manifesto-driven, zen-making sportswear company Lululemon Athletica is getting cheeky in the pre-Olympic season. Lululemon launched a special edition clothing line this week: the “Cool Sporting Event That Takes Place in British Columbia Between 2009 & 2011 Edition.” The Hudson’s Bay Company is the official clothing sponsor of the Vancouver 2010 Winter Olympics. This is one way to get the attention of Olympic . . . [more]
