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

Taxi announces new national management team

New senior promotions finalize new leadership structure after Telus loss

H&R Block focuses on expertise in new campaign

The brand replaces its long-running “Tax Pain” platform with new creative

The Hot Plate rebrands as THP

Toronto shop looks to expand beyond its origins as a food-marketing agency

Tennis Canada serves up a new brand and national campaign

Multi-media campaign from Revolution urges Canadians to “Live the Moment"

Has Scot Keith quit advertising to chase his NHL dreams?

123w president hits the ice with the Vancouver Canucks

Lothar Boensch returns to Blast Radius Vancouver

Ad exec appointed managing director to oversee operations, help drive new business

Buick makes a comeback as it courts younger customers

"That's not a Buick" tagline and campaign is changing the way people view the brand

Do you have what it takes to win Marketing Award gold?

Last year's big winners set the bar high. Think your work is up to the challenge?

Ontario’s Ministry of Health leads Canada on Warc 100

Proximity, Lowe Roche, UM ranked highest in Canada on agency top 50 lists