Cold Snow, Hot Takes: Lululemon Olympics Gear - Beritaja

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Whenever Team Canada laces up its skates and clips connected its skis for different Olympics, fans backmost location go armchair critics — and it’s not conscionable the performances they’re judging.

The past fewer Games person shown that Canadians emotion to dislike their team’s uniform. They griped about the graffiti-inspired jean jackets Hudson’s Bay made for the 2020 Tokyo Olympics and compared the shape connected immoderate of the red-and-white pieces successful Lululemon Athletica Inc.’s postulation for the 2024 Paris Games to uncooked bacon.

This year, they’re likening the maroon and reddish colour strategy Lululemon is utilizing for the azygous to a Tim Hortons cup and complaining that a puffy, shawl-like vest the squad wore astatine the opening ceremonial was akin to a sleeping container aliases oversized oven mitt.

But experts opportunity nary of that disapproval really matters because outfitters don’t bent overmuch of their business connected these Olympic collections.

They’re usually produced successful smaller quantities, sold for a short play of clip and treated much for illustration a trading instrumentality aliases merchandise trial furniture than a awesome marque builder.

“As agelong arsenic the speech is about the esthetic and not about the quality, fresh aliases functionality for athletes, it’s not a antagonistic thing,” said Lisa Hutcheson, a unit strategist pinch J.C. Williams Group.

“I wouldn’t beryllium stressing complete it if I was Lululemon.”

This year’s Olympic postulation is the 3rd from the Vancouver-based apparel retailer, which did not respond to a petition for comment. It features a darker palette of reds, maroons and glacier-inspired blue-greens and makes usage of a topographical representation of Canada successful immoderate of the designs.

Many of the jackets person ample hoods to connection much sum and built-in, backpack-like straps truthful the garment could easy beryllium carried erstwhile it’s lukewarm out.

Some of the pants are designed truthful athletes utilizing wheelchairs could comfortably beryllium and execute successful them, and galore of the pieces are made pinch abrasion-resistant fabrics and magnetic zippers.

Several of those features, for illustration the overgarment straps, were hits during anterior Games and person since been included successful broader collections Lululemon makes, said Hutcheson, who feels the institution uses the Olympic azygous arsenic a trial bed.

“If there’s immoderate items that really guidelines retired successful their sell-through, that mightiness beryllium thing that they’ll see moving forward,” she said.

“Maybe they’ll waste much cape-like jackets … truthful this is the clip to trial the products and spot whether aliases not it could beryllium thing that you make, possibly minus a elephantine Canada emblem — aliases possibly it has a Canada flag.”

The cape-like overgarment she was referring to is really a maroon-coloured quilted vest, which features a elephantine maple leaf. When the limb holes are zipped up, it turns into a scarf and erstwhile it’s cinched pinch a drawcord, it becomes a pillow.

Like Hutcheson, Liza Amlani thinks the frosty reception the vest has received online “will not hurt” Lululemon because the postulation is truthful fleeting.

While reviews of the azygous person been “mixed,” the co-founder of the Retail Strategy Group said the wide assortment is “strong.”

“The colour palette and silhouettes onslaught a equilibrium betwixt capacity and mundane wear, making the merchandise accessible not conscionable to athletes, but to Lululemon’s broader customer base,” she said successful an email.

Others look to agree. Fashion mag Vogue precocious named it 1 of the champion uniforms of these Olympics and athletes person had fewer qualms about showing it disconnected successful societal media videos

When fig skater Lia Pereira opened her haul, she moreover said connected Instagram, “I was successful fact, NOT fresh for really cool this Canadian kit is!! Lululemon you person outdone yourself.”

Yet TikTok still abounds pinch group who opportunity the greenish pieces successful the postulation aren’t patriotic, they don’t for illustration the thoroughfare style look and they wish the postulation had an iconic point for illustration the reddish mittens HBC made erstwhile it was outfitting the squad earlier Lululemon.

These critics shouldn’t beryllium discounted conscionable because athletes for illustration the uniform, said Henry Navarro Delgado, a professor astatine Toronto Metropolitan University’s manner department.

He pointed retired the Olympic azygous is simply a very mini collection, but processing it is expensive, moreover for an athleticwear elephantine for illustration Lululemon.

“By trading versions of those products to the wide public, that’s the only measurement that they could recoup the disbursal of processing those products successful the first place,” he said. “So if group don’t for illustration them and don’t bargain them, it makes nary consciousness … from a business position and it’s conscionable not bully for Lululemon.”

But erstwhile athletes are astatine the games and items are successful stores, it’s excessively precocious to do thing about antagonistic feedback that emerges, he said.

“All you could do is conscionable retrieve it for adjacent time, if you person that opportunity again.”

Lululemon signed a six-year statement pinch Team Canada that will past agelong capable for it to dress the country’s athletes astatine the adjacent Summer Games successful Los Angeles successful 2028.

This study by BERITAJA was first published Feb. 11, 2026.

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