The 2022 Winter Olympics are less than 90 days away and events are set to take place in Beijing from Feb. 4th to Feb. 20th. Due to the pandemic, we were lucky enough to experience two Olympic Games, Summer and Winter, in one year. Not only is this exciting enough but Vancouver’s very own lululemon has been named the new official outfitter for Canadian Olympic athletes for the next eight years or next four Olympics and Paralympics that extends to the 2028 Summer Olympics in Los Angeles. Taking over from Hudson’s Bay who had the last eight-year contract in Canada from 2011 to 2020.
In my opinion, it’s about time for a change. Although Hudson’s Bay had the iconic red mittens and toques back in the 2010 Vancouver Winter Olympics, their attire had been a bit repetitive and stereotypical for us Canadians. In the last 2021 Tokyo Summer Olympics, Hudson’s Bay had the athletes in what seemed to resemble a ‘Canadian tuxedo’ decked out in the denim jacket. Again, in the 2018 PyeongChang Winter Olympics, athletes were rocking red and black flannels, similar to what a lumberjack would wear.
Although, lululemon is well known as the athleisure icon, this game changing move is allowing them to dip into a whole new market. The company has taken this opportunity to showcase a more modern and experimental twist on the outfitting. The Canadian athletes will be wearing the lululemon attire to the opening and closing ceremonies, the podium, media opportunities and day to day walking around the Olympic village.
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The goal with lululemon’s outfitting was having something the athletes are excited about wearing while being able to support and give back to the competing athletes. The main attraction of the Team Canada collection is the Future Legacy Bag which is a new special edition item consumers can buy. The company says that 10 per cent of the proceeds of all sales on the Future Legacy Bag will support the Canadian Olympic Foundation and Paralympic Foundation of Canada. This is a great way to give back as most people aren’t aware that the majority of Olympic athletes are living below the poverty line.
Another way lululemon is supporting our Canadian athletes is through their ambassador program. Their roster of ambassadors includes: Brooke D’Hondt (Snowboard), Piper Gilles (Figure Skating), Liam Hickey (Para Ice Hockey), Justin Kripps (Bobsleigh), Brigette Lacquette (Ice Hockey), Paul Poirier (Figure Skating), Dawn Richardson Wilson (Bobsleigh), Cassie Sharpe (Freestyle Skiing), John Tavares (Ice Hockey) and Frédérique “Fred” Turgeon (Para Alpine Skiing). Throughput their marketing campaign for the new Olympic outfitting, these athletes are the main focus. Their image is used for all media and modelling the attire.
One of lululemon’s core values is inclusion and it is clear to see that it aligns with the designs for the Olympic wear. The pieces are quite inclusive in terms of gender and body type, meaning most items are gender neutral and customizable. For example, the outerwear is transformable. The coat can be worn in a variety of different ways that suit the athletes needs or style. With the zip off sections, the coat can be worn short or long, turn into a vest or even utilize the straps to wear it as a backpack when you overheat. My favourite part is that the lower section on the bottom of the jacket can be used as a scarf or folded into a travel pillow for a quick shut eye.
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In the 18-month design process, lululemon consulted and worked with Canadian Olympic and Paralympic athletes to assure they were creating something that the athletes felt proud and comfortable wearing. When discussing design details, Paralympic athlete Cindy Ouellet, was able to provide feedback for things that might go unnoticed for someone who is not in a wheelchair. Ouellet described that when sitting for a longer period of time, zippers or pockets might cause some discomfort if they are placed in the wrong spot.
For their Opening Ceremony look, the athletes will be arrayed in a bold red fit. Starting with the Team Canada 22 Down Jacket on top of the Team Canada 22 Transformable Parka. Both items are windproof and waterproof and contain 600-fill power goose down to protect to minus 10 degrees Celsius.
Underneath the puffy coats is a breathable, seamless half zip, Team Canada Swiftly Tech and Team Canada Metal Vent, both containing Silverescent technology that inhibits the growth of odor causing bacteria, so the athletes stay fresh all day long.
As for bottoms, the two options are the Team Canada Chase the Chill Tights or the Team Canada Surge Joggers both of which are made with a brushed, sweat wicking fabric.
To finish off the outfit, the Team Canada Quilted Trapper hat to keep the head warm and dry while pulling off a true Canadian look. Last but not least, the Team Canada Quilted Insulated Scarf for a bit of accessorizing and a tied together look.
While the athletes are on the podium, walking around the village or attending any media appearances, they will be showcasing a variety of products in a red metamorphic print. This unique, bold print is actually a pattern based on the microscopic view of a maple leaf. The Team Canada 22 Cropped Jacket and the Team Canada 22 Half Zip Pullover both display this pattern and are worn over the Team Canada 22 Navigation Stretch Down Jacket. To pair with the top half, Align High Rise Pants in the metamorphic red.
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And finally for the Closing Ceremony look will be a polar opposite (literally) of the opening ceremony look. Instead of the red, the Canadian athletes will be dawned in full fit of lovely ivory white. The Team Canada 22 Down Jacket and the Team Canada Transformable Parka will be worn in the ivory with an Engineered Warmth Half Zip underneath. On the bottom half, a choice of joggers in ivory. Again, to complete the fit, the Team Canada Quilted Trapper Hat and the Team Canada Quilted Insulated Scarf both come in an ivory version.
Team Canada Olympic attire is now available to be purchased at lululemon.com/team-canada.