Olympic Ambush?

Friday's National Post has an interesting article entitled "'Olympic ambush': Interlopers sideswipe makers of sanctioned Games apparel", talking about how "Lululemon, like many other non-sponsors of the Olympics, is marketing some designs that tread suspiciously close to the Vancouver 2010 theme..."

Lululemon Cheer Gear

As someone who worked on official licensed Vancouver 2010 merchandise, I find the situation very interesting, and despite my prior ties to VANOC officialdom, can't help but admire companies that capitalize on current trends and do it in an above board and legal way. I definitely would use a gentler word that "ambush" to describe Lululemon's activities.HBC Official 2010 Canadian Olympic Team Apparel

Checking official Olympic apparel at my neighborhood Zellers store last week, I noticed that they are merchandising generic sport themed and Canada themed apparel together with their official Olympic merchandise. (HBC, or Hudson's Bay Company, is parent to both The Bay and Zellers). This is definitely the type of activity upon which VANOC frowns, yet even their official sponsor is participating.

Roots is also capitalizing on interest in competitive winter sports in Canada this year with their Canada Collection.

Roots Canada Collection

The National Post concludes with a telling quote from André Richelieu, a professor of sports marketing and brand management at Laval University in Quebec:

"If a sponsor paying for the rights to be associated with the Olympics is doing a good job, then there should not be a worry about ambush marketing. You can't be complacent just because you have paid all of that money to be a top sponsor. You have to actually be a top sponsor. You have to be No. 1 in the minds of consumers."

Who do you think has the best official or unofficial Olympic inspired merchandise?