lululemon + team saxo bank: what’s up?
posted: June 7, 2010
lululemon and a professional cycling team: what’s up with that?
Here at lululemon we pride ourselves on being unlike any other company. We continually push ourselves to find creative ways to introduce the world to our culture and our brand. Recently, as a fantastic example, we entered into a supportive relationship with a male professional cycling team, Team Saxo Bank.
Jens getting ready for time trial at the Tour of California
Team Saxo Bank is one of the top ranked teams in the world, competing at the highest level of international competition, and includes many cycling superstars, including Andy Schlek, who is favored to win the Tour De France this year, and Fabian Cancellara, the “it” rider of the this year’s professional cycling scene.
Eric (on the right), our Director of Community shows Team Director Bobby Julich how it’s done
I know what you’re thinking… “Um, last time I checked, lululemon doesn’t make cycling gear.” Right you are, we don’t. What we do though, is make the best technical cross-training apparel in the world, and these guys, being indisputably some of the best athletes in the world, are testing our garments for all of their off-bike training and lifestyle needs and providing us with invaluable feedback for the further development of our mens’ line. Further, as the staple of our culture is yoga and our belief in the benefits of yoga for athletes, we are excited to be introducing yoga to a sports demographic that has not seen much of it as of yet. I think none of us would deny that cycling = some really tight hips.
Regional Community Guru Jacki helping Matti Breschel (team rider) achieve the perfect warrior in our Calabasas store
In the spirit of conversation generation, a group of us lululemoners travelled as a support team with the Saxo Bank team a couple of weeks ago for the Tour of California. Cruising down the Coast of California in our beloved “Vanna” we enrolled fans and riders alike in the excitement that is lululemon. It is truly a thrill to introduce so many European athletes to a brand unlike any other and unlike anything they have ever experienced. From impromptu yoga, to hotel-room pant hemming sessions, to fueling the Team Directors with their morning caffeine, this team is now very clear that support is our mission, in any capacity it is needed.
Jacki, Jessica, and Allison in front of Vanna with Jakob Fugslang and Andy Schlek (team riders)
Welcome Team Saxo Bank to our lululemon family. We look forward to you killing it at the Tour De France in July!