Legal Research

Marketing in the Olympic Wake: Part II, The Gift of Yoga

By Jeanette Lee

My earlier post looked at Lululemon Athletica’s tongue-in-cheek special edition clothing line, named the ?Cool Sporting Event That Takes Place in British Columbia Between 2009 & 2011 Edition.? The launch of that campaign invited a scolding from the Vancouver Olympic Organizing Committee (VANOC) and tiptoed through the provisions of the Olympic and Paralympic Marks Act (OPMA).

Luluemon reportedly seeks to increase its brand exposure and will offer the gift of yoga to Vancouver – and all its visitors – during the Olympics. However, its joint press release with yoga-centre operator Yyoga does not mention the word OLYMPIC, or WINTER, or GAMES. It seems to avoid words or combinations of words the use of which are prohibited under the OPMA. Instead, it states that the two companies aim to “provide the gift of yoga to the world from February 12 – 28″ and will do so “across six centres for seventeen days in February.” Terry McBride, CEO, YYoga and Nettwerk Music Group, commented in the release: “As the world comes together in Vancouver to celebrate sports, culture and athleticism we are excited to join together with lululemon and offer the gift of yoga to the city, and all our visitors.”

Rogue-zen marketing? Let the Games begin.

This blog entry represents the views of the author personally. It is not affiliated with Stohn Hay Cafazzo Dembroski Richmond LLP or any of its clients.

Full post as published by Slaw.ca on January 13, 2010 (boomark / email).