Lululemon With Newsjacking

Newsjacking is valued when the right story could be relevant with the brand and industry. The news would help the brand get more attention from public.

Lululemon’s newsjacking

One newsjacking that has impressed me the most recently was Lululemon’s new product during Beijing 2022 Olympic winter games.

During 2022 Olympic Winter games, lululemon designed the uniform for team Canada athletes. Lululemon got a lot of attention from this campaign.

On the product side, the designs are well integrated with the Olympic theme and team Canada. The color of red and white is eye catching. Different from other brand, the design is younger and fashionable. This is why lululemon stand out among many Olympic cooperative brands.

On the advertising side, lululemon advertised with the popularity of the Olympics. It is the most successful sport brand under Olympics games. On the social media, we could see its discussion is hot.

In order to get more attention, lululemon made videos and posters especially for Olympic games.

I think this is a very good example of newsjacking. Comparing with lots of other sport brand, lululemon take the chance from the products side and advertising side. The product allied with Canada team sold out very quickly.