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

Interac brings back the stubborn Holiday Bill

New Zulu Alpha Kilo spots show Bill badgering people where they shop

BMO unveils first campaign from Y&R

A new, employee-built tagline is designed for Canadian and U.S. markets

Cossette sale could bring new international player to Canada

Chinese firm BlueFocus is eager to expand in North America

Supermarket chain battles criticism over World War I ad

Sainsbury's four-minute television spot depicts the 1914 Christmas Truce

Celebrating innovative Canadian charity marketing

Shortlisted entries in the charity and not-for-profit category of the 2014 MIAs

Alain Tadros elected to lead AAPQ board of directors

The Quebec-based industry association elects new board for 2014-15

Amnesty International takes Canadians for a trip

Campaign microsite takes a closer look at the human rights crisis in Mexico

Agency Wars V: Sonya Furdyk vs. Sabrina Hashmi

The industry's annual fundraiser is back

Marketing Hall of Legends reveals finalists for Marketer on the Rise award

Award identifies and celebrates the marketing leaders of tomorrow