Lolë takes yoga to the museum with White Tour

Montreal-based lifestyle and activewear brand Lolë is launching its third annual Lolë White Tour. The tour is a series of grand-scale community yoga sessions in major museums around the world. Last year, more than 10,000 yoga lovers participated in the sessions, including a finale at Paris’ Grand Palais (pictured). “Our whole brand message is delivering […]

Montreal-based lifestyle and activewear brand Lolë is launching its third annual Lolë White Tour.

The tour is a series of grand-scale community yoga sessions in major museums around the world. Last year, more than 10,000 yoga lovers participated in the sessions, including a finale at Paris’ Grand Palais (pictured).

“Our whole brand message is delivering experiences that are long-lasting, that connect people and that touch their hearts and their values,” said Nathalie Binda, VP marketing at Lolë. “The tour is the ultimate experience we can offer our customers.”

This year, the tour will stop in five cities: Barcelona (April 12), Montreal (May 8), New York (May 22), Toronto (June 12) and Edmonton (July). Participants are required to wear all white—a symbol of peace—and they’re given yellow Lolë yoga mats to use during the session. Orchestras will perform during the events.

“When it comes to our brand, we always want to connect and create a deeper relationship with our consumers,” said Binda. “We are in an era where it’s very important to not only have values as a brand, but to create value as well.”

Participants can reserve a spot online at LoleWomen.com at a cost of $25, which includes the yoga mat. The company says 100% of the proceeds from the new White by Lolë collection, which was inspired by the Lolë White Tour, will go to support wellness programs that promote an active lifestyle in the cities the tour visits.

Advertising Articles

Portfolio Night: Searching for feedback and job offers

150 young creatives share their books with Toronto's top creative directors

Top five interview deal breakers (Survey)

What not to do during your next interview

Campaign for weight-loss firm gives the skinny on diet fads

Dr. Bernstein effort from Giants & Gentlemen includes TV, online and OOH

Which PR leaders made the Profit/Chatelaine W100?

Four PR pros made the annual ranking of the country's top women entrepreneurs

Ariad Communications adds three to its team

Manna Navai, Mike Ross and Kelly Dhillon join the Toronto agency

Hill+Knowlton promotes nine

Public relations firm bolsters teams in Toronto and Ottawa

Cameron Summers joins Weber Shandwick Canada

PR pro named national practice leader corporate and public affairs

Edelman appoints lead of insights and analytics practice

Catherine Yuile joins the PR firm's Toronto office as SVP, insights and analytics

Weber Shandwick handed digital duties for McCormick Canada

Mandate includes content creation, web development, video production and social