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

Who is the real ROI expert? (Column)

What you should consider when looking for the real deal

McCain’s new ad pushes versatility of fries – and fun

Creative showcases first major redesign for the company in more than 50 years

Lululemon gets slammed for Dalai Lama partnership

Relationship with Tibetan leader puts retailer in PR storm

Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review

Sport Chek goes grassroots with Toronto Raptors anthem

The retailer hits the court for the start of basketball season

O.B. tampons challenges women to ‘Give us one period’

Campaign aims to educate non-users and break down barriers to usage

Red Lion named AOR for Tbooth

Account win follows competitive review involving five unnamed shops

BC Hydro celebrates ‘Offtober’ with new campaign

This marks the Crown corporation’s first effort from Taxi Vancouver

Molson shifts Coors Light to Rethink

Agency becomes lead for strategy, creative development, digital and social