Lululemon and Dalai Lama Partnership Raises Questions

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There have been many unlikely collaborations in fashion lately: Halston and JCPenney, Kate Spade and Gap Kids, and Target with Altuzarra, Peter Pillotto, Missoni, etc. But Lululemon’s new partnership is not only unexpected, it’s also raising questions.

The Canadian athleisure retailer recently announced that it’s in a new relationship with the Dalai Lama Center for Peace + Education. Over the next three years, Lululemon will contribute $750,000 to the spiritual leader’s nonprofit organization. The money will, according to a press release, “build the capacity for communities to promote mindfulness, or a non-judgmental awareness on the present moment, to foster heart-mind wellbeing in children and youth.”

But while the association seems well intentioned, it has been interpreted as a marketing ploy on Lululemon’s behalf to improve its image and commenters are sounding off on a blog post on lululemon.com. “There are some things in this world which should remain non-brandeable [sic],” Valerie wrote. “It is offensive that you have sunk to low as to use the Dalai Lama and his image as part of your branding.” Another commenter said that this is “just a way for Lululemon to tap into the next generation of yogis” and someone else wrote that the corporation using a religious and political figure’s image to sell products “completely offends” him as a non-member of that particular faith. Many have even voiced that they’ll boycott buying the company’s products.

Perhaps it’s the company’s controversial history that opens the retailer up to such harsh criticism over donating money to a charitable organization. Following an issue with their pants, Lululemon founder Chip Wilson implied that part of the problem was the women wearing them. “It’s really about the rubbing through the thighs, how much pressure is there over a period of time and how they much they use it,” he said.

Not everyone is skeptical of the new relationships objectives and many don’t find any fault in it. One woman has vowed to increase her purchases at Lululemon now that they’re cohorts with the Dalai Lama and some offered their congratulations and praise.

Yet the Dalai Lama himself is receiving similar criticism for what’s being called an opportunistic move on the Center’s part. “I think the Dhali lama center should explain why they chose the company to partner with, considering the past issues,” Danielle Warner Lewis wrote on the Center’s Facebook page. Elizabeth Young said she believes that the Dalai Lama and corporate marketing should ever go hand in hand. Another commenter sums it up nicely: “While I do respect his beliefs and values, I don’t necessarily think they match yours. As he believes that luxuries are not necessities, you believe in $100 yoga pants. So what I’ve been thinking is maybe next time you could partner up with someone who better suits you. I was thinking Paris Hilton. I bet she enjoys over spending on your products!!!”