If you've seen the front cover of the Vancouver Province today, you know that one of my favorite brands, Lululemon, is having a battle with the organizers of the 2010 Vancouver Olympics (VANOC) over their new line of clothing. Actually, not so much a battle as a very public scolding for coming too close to infringing on the 2010 Olympic trademark rules...but not quite.

Their new line of clothing, cleverly called "Cool Sporting Event That Takes Place in British Columbia Between 2009 & 2011 Edition" does not technically infringe on the Olympic brand, however the right to market 2010 merchandise is an exclusive right only for game sponsors, and VANOC doesn't approve of being teased to the edge of their very expensive copyright.

So, the question is, has Lululemon made a fatal marketing mistake, or found a genius way to capitalize on a piece of the 2010 Olympic marketing pie?

I had a look at the clothing line, and to tell you the truth, it doesn't look anything like Olympic wear, what it looks like, is, well, patriotic wear. A quote from Bill Cooper, VANOC's director of commercial rights management says, "Just because an advertiser finds a creative way to avoid direct use of recognizable brand elements doesn't necessarily in and of itself mean that they have avoided building an unauthorized commercial association with the Games." (insert my groan and eyeroll here).

Isn't finding creative advertising solution what marketing is? Isn't this what we want creative, successful Canadian companies to do? What do you think? Has Lulemon crossed the boundaries of our polite Canadian manners, or just found a really creative way to sell their stuff? I'd love to hear your opinions!

p.s. please add "Cool Sporting Event That Takes Place in British Columbia Between 2009 & 2011 Edition" to my Christmas list.