special edition

What does being the official sponsor of the 2010 Olympic Games mean? Well for one thing it means that rival competition everywhere is going to try and capitalize on the event without paying any sponsorship bucks. Canadian retailer Lululemon is showing that they are not too Zen or too nice to play dirty. Organizers of the 2010 Olympics publicly scolded Lululemon Athletica, after Lulu released their new special edition clothing line called "Cool Sporting Event That Takes Place in British Columbia Between 2009 & 2011 Edition". This new special edition clothing line ruffled many feathers because Lululemon is not an official sponsor of the games. In 2005 Lululemon and long time Canadian athlete supporter Roots lost the bid to be the official outfitter of Canada's Olympic team, to Hudson's BayCo. for the 2006 Games in Italy; subsequently resulting with The Bay having contract rights to outfit the Canadian team from the 2006 Olympics until 2012. Read more »