Why Lululemons Olympic uniform backlash may actually be great for the brand – National [Video]

Team Canada’s Olympic uniform may have generated backlash from people complaining some pieces look like they’ve been blood-splattered or resemble uncooked bacon, but marketing experts say creator Lululemon Athletica Inc. won’t suffer because of the criticism.

Instead, they see the Vancouver-based brand behind the uniform scoring both sales and brand awareness from their Olympic association.

“The backlash on the design or colours may have had some negative feedback but it won’t make a dent in the profitability,” said Liza Amlani, co-founder of the Retail Strategy Group, in an email.

“I was in two Lululemon stores in downtown Toronto (last week) and they were packed with shoppers. The Olympic section was very busy and many customers were lined up to purchase the red gear.”

The red gear they were buying is part of the Canadian team kit for the Games in Paris. It was first revealed in April at a flashy fashion show hosted in Toronto by Lululemon, which will …