Lululemon weighs in on this whole Roberto Luongo thing, finally

Considering the unsightly (but damned catchy!) shenanigans I got up to during the lockout, I had hoped to steer clear of yoga pants for a little while. But alas, just when I thought I was out, they pull me back in.

You’re looking at the window display of the Metrotown Lululemon, otherwise knows as Yoga Pants Mecca (seriously, all the yoga studios in Vancouver face it). And no, that isn’t a typo. The sign has a few extra U’s, which we’re going to assume is intentional. Take a better look at it.

For the uninitiated, Google tells me “luon” is the name of the fabric that Lululemon’s world-famous yoga pants are made of. It also happens to be the first four letters in the last name of a certain Vancouver netminder. A certain Vancouver netminder who often gets serenaded with droning Luuuuus after big saves, and who some feel — and apparently Lululemon counts among the some — should be moved in short order. It’s time to replace your Luuuuuuu-on.

That’s right. Even your yoga pants have an opinion on the Canucks’ goaltending situation. Finally.

Last week, we featured a “TRADE LUONGO” sign outside of Surrey’s Wheelhouse Neighbourhood pub, and it started a bit of a discussion. Was it unprofessional for a company to use their signage to advocate trading Luongo? Some said yes. Others said, “Meh, it’s a pub. In Surrey.” But Lululemon has a slightly higher profile. Last summer, they were worth over $3 billion. Are they too big to pull a stunt like this? Chris Li, who shared the sign with us, said he feels it’s in poor taste.

It’s worth noting, of course, that, as big as Lululemon gets, they remain a Vancouver company and, occasionally, their soft spot for the Canucks shows. In strange ways, at that. This isn’t the first time Lululemon has waded into the local Canuck chatter in a somewhat controversial way. After Ryan Kesler’s nude ESPN photo hit the Internet, the athleticwear company rolled out a brand new landing page at Lululemon.com.

Lululemon caught a little flak for this stunt, including from us, because they totally used our hashtag without even mentioning how awesome we are.

Anyway, I don’t know why they’re slagging on Luongo. If this GIF is any indication, he really likes stretchy pants.

Plus everybody knows how much money he makes. Literally everybody. And you just lost him as a customer, Lululemon.

Just you wait, Lululemon. Eventually, Luongo’s going to walk into your store with a bags full of recently purchased athletic gear from Sportchek and walk right up to your display designer, and say, “Big mistake. Big. Huge.

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11 comments

  1. jen
    January 16, 2013

    although I’m not doubting it was intentional, this wasn’t an out of the blue jab at Luongo- Lululemon is having a warehouse sale this weekend, hence, replacing old Lululemon clothing with new. I’m sure they were just having fun with the controversy and nature of the city, in regards to their brand, as they always do.

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    • Harrison Mooney
      January 16, 2013

      Yeah, probably. I personally think it’s harmless and a little funny.

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    • Nee
      January 16, 2013

      It’s certainly attention getting. And harmless.

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  2. Kit
    January 16, 2013

    I’m sure I had an opinion on this post, but all thoughts fled my brain after the one-two punch of naked lady and Luongo butt-waggle gif.

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  3. James W.
    January 16, 2013

    I feel the picture I tweeted you guys last year I’d appropriate again:

    https://pbs.twimg.com/media/Aiayqp0CAAAIZaj.png

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  4. Bob
    January 16, 2013

    I’m irrationally angry about this because they don’t agree with me. Boycott!

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  5. bestbehaviour
    January 16, 2013

    It would have more of that clever double meaning feel they were probably going for if more people knew what “Luon” is. Without knowing that, it came across to me as harmless but clumsy & obnoxious.

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  6. J21 (@Jyrki21)
    January 17, 2013

    So the offices of the principal federal workers’ union housed in my building has very partisan materials posted all over their entry-way. It should be noted that federal workers have no choice but to belong to these unions and pay dues to them, but their leadership openly sides with certain political parties (and causes) that they may or may not vote for (or be in favor of).

    For the sake of perspective, I think that’s way, way worse than a private company lightheartedly weighing in (if even that) on the affairs of another private company (which exists purely for entertainment, moreover), personally.

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    • dirk
      January 17, 2013

      Sorry J21 but the Canucks do not exist purely for entertainment. The lockout didn’t occur because Daniel wanted his own special neon stick or Henrik wanting to add show jumping during the shootout. This is a business, out to make profits. Don’t be so damn sensitive. Go have a beer.

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      • the Cunning Linguist
        January 17, 2013

        Who is being sensitive? J21 didn’t bring up the L-word…

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  7. Collin
    January 17, 2013

    Pretty sure those blue stretchy pants in the Luongo butt waggle gif are exclusive to players. I can’t find them anywhere on the NHL shop website. I see the players wearing them in the dressing room in the CDC Behind The Lens photo galleries all the time. I’ve been looking for them for a couple of years now.

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