Well one the examples I can site out would be Lululemon in their ambush marketing effort in riding on the Canadian hype. Some might say that they're playing dirty and doing business unethically but my opinion there are pro and cons behind this subject. Sure this move might affect some consumers especially those who are very patriotic about buying merchandise from the official Olympic stores but realistically some consumers just don't care about that. Whats important to some is the price and the design of the clothing line itself.
I find that Lululemon move definitely affect a certain number of people but they were also smart enough to ride on the wave itself to bring in some revenue and sales consider they didn't spend for the sponsorship fee. Like I mention earlier in my previous blog entry, Lululemon went through a different avenue in creating media presence as they went through CTV by sponsorship the clothing line for CTV correspondents, news team and staff. Good brand presence for Lululemon in increasing their brand awareness.
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