Lululemon to equip Canadian Olympic and Paralympic teams as COC splits from Hudson Bay Company

The Canadian Olympic Committee and the Canadian Paralympic Committee are changing their style, parting ways with Hudson’s Bay Company and partnering with Lululemon as the new official supplier to team Canada.

The Vancouver-based sportswear will outfit Canadian Olympians and Paralympians, starting with the Winter Games in Beijing next February. The multi-year partnership announced Thursday morning will encompass four Games, ending after the 2028 Summer Olympics and Paralympics in Los Angeles.

Lululemon will provide each athlete, coach, and mission team member with clothing for the opening ceremony, medal ceremony, closing ceremony, and equipment to wear in the athlete’s village.

“Lululemon is an iconic Canadian brand that always leads with athletes at its core; this partnership will be no different, providing Team Canada athletes with a world-leading high-performance collection,” said David Shoemaker, CEO and Secretary. General of the COC, in a release.

Lululemon released a selection of Canada team apparel on Thursday, and the athlete’s team is expected to be revealed next month.

The partnership will also include the development of experiences and tools to “help athletes maximize their potential both on and off the field of play,” with a focus on yoga, mindfulness and recovery support.

Hudson Bay Company was the official supplier to Team Canada from 2013 to 2020, and its Olympic gloves are among the most loved items produced by athletes and fans. But the company’s most recent designs, particularly a denim jacket intended to be worn at the Tokyo 2020 closing ceremony, did not garner rave reviews from athletes or fans.