For the Rio Olympic Games 2016, Canadian yoga and running apparel company Lululemon will be outfitting a handful of beach volleyball athletes from the Canadian and American teams. The gear was put through rigorous testing with infrared cameras and climate chambers to ultimately lead to a design that will provide comfort on the hot Brazilian beaches.
With the rise in athleisure, many consumers have come to see althetic gear purely as pieces to wear for style. Apparel brands with a presence at the Olympics are able to show off how quality designs can enhance performance.
While Lululemon has relied on its dedicated following and brand ambassador program in the past, its involvement in the Rio Olympics means that professional athlete endorsements could become an integral part of its marketing strategy, as it is for many competing athleticwear brands.