Team Canada drops La Baie for Lululemon as official Olympics outfitter


Lululemon replaces the Hudson’s Bay Company as Team Canada’s new “official outfitter” for all Olympic and Paralympic Games until at least 2028.

The drama! Law? I mean, when it comes to Canadian mainstream retail fashion, it’s about as dramatic as it gets.

Well, basically, the Canadian Olympic Committee just announced that it recently ditched its longtime official clothier for a younger, sexier company.

Founded in 1670, HBC (the oldest company in North America) has been dressing Canadian athletes at the Olympics and Paralympics since 2005, when they won the contract away from Roots, another OG on the apparel scene in our country. of origin and our native land.

Now, starting with the 2022 Winter Games, lululemon will have the privilege of designing the Olympic equipment for Team Canada.

“As a lifelong Canadian and Games fan, I couldn’t be prouder that lululemon is partnering with the Canadian Olympic Committee and the Canadian Paralympic Committee,” said Vancouver-born multinational CEO Calvin McDonald in A press release.

“Through this partnership, all of us at lululemon are honored to play our part to inspire, unite and transform the world through sport and share this enthusiasm alongside all of Canada.

The brand is also excited to make a lot of money, one might assume, both from sales of their Olympic-branded gear and from the investors who, following today’s announcement, have propelled the lululemon share values ​​towards a new record. high.

It’s unclear why the COC decided to leave HBC for Lulu, but some believe it might have something to do with those horrible Canadian tuxedo outfits they released in the last Olympics.

While they were just doing get an exclusivity contract With the NBA’s Toronto Raptors, The Bay has struggled in recent years amid the COVID pandemic.

Ugly jackets for Tokyo haven’t helped gain public favor, but HBC is pretty much clean compared to lululemon when it comes to controversies.

Of false advertising and copyright infringement To racism allegations and to shame, some Canadians wonder why the hell the COC would choose lululemon out of all the potential partners.

Others have fun imagining what a brand known for outfitting skinny, white yoga moms on the West Coast could produce as Olympic gear.

The Team Canada press release explains that lululemon was chosen for its commitment to “designing technical and innovative products for and with athletes”.

“Lululemon has long been a champion of the sport – helping athletes in Canada and around the world push their limits, perform and feel their best,” the statement read, noting that the partnership “will also include the developing experiences and tools to help athletes maximize their potential on and off the field of play. “

Can’t wait to grab some lululemon x Team Canada merchandise? You’re in luck: a new $ 38 “Future Legacy Bag” from the collection is already available starting today, with 10 percent of sales supporting the Canadian Olympic Foundation and the Paralympic Foundation of Canada.

Also on sale today is a selection of Team Canada clothing and accessories available online and at lululemon stores across Canada, ”the statement read. “The Team Canada Athlete Kit, along with other models available to consumers, will be unveiled next month.

Please do not spray paint on denim any more. Canada deserves better than that.

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