Lululemon on a mission as company kits out Canadian athletes

Following Roots and the Hudson's Bay Company , Lululemon is the latest iconic Canadian brand to fit out the country's Olympic athletes but does so as human rights activists and consumer groups turn up the pressure on sponsors and governments to boycott the Feb. 4-20 Beijing Games.

How that might be accomplished at an Olympics where activists have charged anyone connected to the Beijing Games of being complicit in a 'genocide', McDonald pointed to work being done in China by the company's "educators and community ambassadors. While Lululemon's first foray into the Olympics may be challenging, the road ahead presents plenty of opportunity.

COC CEO David Shoemaker told Reuters: "We spent a lot of time when we knew our predecessor outfitter company's term was coming to an end thinking about what were the range of companies that could fit the bill for us and one landed at the top of our list and that was Lululemon.

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Oh no you're not going.

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