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

Twist Image rebrands as Mirum for WPP’s new digital network

Following its 2014 acquisition, Twist Image is joining a new digital agency network

Hall of Legends 2015:
Stephen Graham

A global leader in moving brands through a crisis

Hall of Legends 2015:
Syd Kessler

Trust and honour are everything to this generous mentor

Scotiabank brings its movie marketing to Instagram

The Scene loyalty program finds a new home on Instagram

Hall of Legends 2015:
Andy Macaulay

Being the youngest kid in a political family helped found a remarkable career

Hall of Legends 2015:
Arlene Dickinson

An entrepreneur who's building her business around those who follow suit

Bud’s Red Lights bring Quebec puck makers to Nassau Coliseum

Anomaly crafts more stories of everyday fans getting big-league surprises

Travel Alberta uses Tumblr to inspire “winterlust”

Sponsored posts and targeted online ads tell travelers "Remember to breathe"

Jeff Dack joins Lowe Roche as chief strategy officer

The exec will be tasked with continuing the growth of strategy at the agency