Despite complaints some pieces looked blood-spattered or resembled uncooked bacon, the brand is scoring sales and brand awareness from its Olympic association
Athletes show the collection during the unveiling of the Team Canada Lululemon Athlete Kit for the Paris 2024 Olympic and Paralympic Games in Toronto on April 16.Team Canada’s Olympic uniform may have generated backlash from people complaining some pieces look like they’ve been blood-splattered or resemble uncooked bacon, but marketing experts say creator Lululemon Athletica Inc. won’t suffer because of the criticism.
“I was in two Lululemon stores in downtown Toronto and they were packed with shoppers. The Olympic section was very busy and many customers were lined up to purchase the red gear.” She said she skimmed social media and found positive and negative comments on uniforms worn by the Australians, British and French. At the Tokyo Games, there were even complaints about a streetwear-inspired and graffiti-covered denim jacket then-uniform provider Hudson’s Bay had released.“It doesn’t actually have an effect,” she said.
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