Yoga on the Street to Promote New Lululemon

(Photo by David B. Newman.)

On Saturday morning at 7:45am, I found myself on a yoga mat on LaSalle Street in West Hartford, CT, alongside 500 other street yogis. Instead of getting my Om on, though, I was thinking about Lululemon’s excellent street-marketing ploy. In exchange for the fee they paid to shut down two blocks of downtown West Hartford, Lululemon induced 500 likely customers to put on a spectacle that had the rest of the town’s residents gawking, chuckling, smiling, or detouring around the police barricades. I’ll bet it didn’t take three hours for half of West Hartford’s credit-card carrying inhabitants to learn that Lululemon had opened its doors at the corner of LaSalle Street and Farmington Avenue.

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