Team Canada athletes who participated in the Paris Olympic Games were outfitted by Lululemon. The gear used technically advanced fabrics paired with a Canadiana design.Courtesy Lululemon
At last year’s Olympic and Paralympic Games, Team Canada donned Lululemon-designed outfits that didn’t just celebrate their athletic prowess but also paid tribute to Canadian culture and landscapes.
“The elevated prints in the athlete kit were inspired by the beauty of Canada to help athletes celebrate their country,” says Rebecca Marstaller, senior vice-president, North America brand marketing at Lululemon.
From the diversity of Canada’s people to its art, architecture, and iconic natural wonders, every detail of the opening ceremony, podium and media looks was crafted to reflect the soul of the nation. The kit for the closing ceremony was designed in collaboration with Whistler-based artist Mason Mashon of the Saddle Lake Cree Nation, interpreted illumination in nature, like the Aurora Borealis.
Canadian athletes have expressed their admiration for the Lululemon gear. Breakdancer Philip Kim, a.k.a. Phil Wizard, shared his excitement an interview with the Canadian Olympic Committee: “I think it’s super fashion-forward, which I was excited about, especially coming from breaking where fashion is such an integral part of what we do.”
It makes sense that apparel designed for an international competition like the Olympics would directly reference Canadiana. But the company’s Canadian roots are at the forefront of all its design choices, Marstaller says, from looks to composition.
Today Reigning Champ, Lolë and Canada Goose are similarly producing stylish, high-performing and environmentally conscious activewear, and in the process, contributing to Canada’s international reputation as a leader in this sector.
Part of the global appeal is performance. “Canada’s rich legacy in winter sports, hockey and outdoor activities strengthens its credibility in sports fashion,” says Nancy Taylor, vice-president of design and creative director at Lolë. “[The] diverse climate, with its long winters and varied seasons, inspires functional, durable and versatile clothing.”
Nancy Taylor, vice-president of design and creative director at Lolë, and her team are using fabrics created from recycled plastic bottles and other plastic waste.Courtesy Lolë
It’s no wonder then that Lolë, like many Canadian sportswear manufacturers, prioritizes innovation, especially when it comes to material development. Here, the key word is recycled. Some of the company’s products are made from plastic bottles and waste that are recycled into resin, which gets spun into yarn and, eventually, knit into slouchy beanies. Much of its outerwear contains a vegan down alternative made from recycled materials, including plastic bottles. And a swimsuit might be made from industrial waste (fishing nets, old carpet, fabric scraps) that was recycled into Econyl, a regenerated nylon.
Similarly, at Lululemon, the goal is to manufacture all of its products with materials that are recycled, renewable and/or sourced responsibly by 2030. Most recently, the company partnered with Australian enviro-tech company Samsara Eco to launch a limited-edition anorak in enzymatically recycled polyester, a new material made from plastic waste, including nylon and polyester from old Lululemon apparel.
But clothing is just one reason for Canada’s growing global reputation for sports apparel. There’s another, even more compelling one: celebrity. As Canada Goose CEO Dani Reiss puts it, “today’s athletes are more than just competitors – they’re global icons, role models and a reflection of popular culture. The culture of sport itself has shifted; sport and many professional athletes now command the intersection of culture, style and performance.”
Reiss points to basketball player Shai Gilgeous-Alexander, who the company announced as its first global brand ambassador last year, as an example. “[Shai is] a leading NBA player known equally for his sense of style. … His influence goes far beyond the court and represents a new era of Canadian athletes who are not only leaders in sport, but also a force in fashion and culture.”
Taylor at Lolë agrees. “With the global spotlight on sports, from the Paris Olympics to the growing influence of the WNBA, we’re seeing exciting crossovers with pop culture,” she says. “As Canadian athletes gain more recognition on the world stage, they further enhance the visibility of Canadian sports fashion.”
In short, she says, “Canadian sportswear often blurs the line between pure active, outerwear and athleisure that leads to styles that are multifunctional and fashionable.” No wonder these companies are leading the global market.
