DJ Dave and the crew from Fog and Smog films (makers of the very clever ” Whole Foods Parking Lot ” video) are back, taking on yoga–and on the make for yoginis–with ” Yoga Girl .” We spot Vinnie Marino and DJ Drez. Who else makes a cameo?
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Rapper’s Yoga Video
Canada’s Globe and Mail Report on Business magazine has named Lululemon Athletica’s Christine Day CEO of the year . This news comes after the Vancouver-based company was criticized in the media for its new “Who is John Galt?” shopping bag (a reference to the Ayn Rand novel Atlas Shrugged). Day, who came from Starbucks and has served as Lulu’s CEO since 2008, has overseen tremendous growth during her tenure. “Lululemon saw its stock climb to almost $60 this fall, up over 280% from when Day joined the company, and a whopping 250% gain year over year,” according to the article. Day points to the company’s stated values as a driving factor in that growth. “Investing in your health will pay big dividends for individuals and society,” she told the magazine, “elevating the world from mediocrity to greatness.” Of course, the anti-mediocrity sentiment led to Lululemon’s controversial use of the Rand quote . “I believe in a culture of personal accountability and not compromising your values,” Day said. “Atlas Shrugged is both about not accepting mediocrity and being personally accountable for the life you are creating.” But Lululemon has always used inspirational (or what the magazine calls “communitarian”) messages for their logos, such as, “The pursuit of happiness is the source of unhappiness” and “Friends are more important than money.” It’s this selling of ideals, and not just yoga pants, analysts say, that has fueled the company’s enormous success. “Compared to more price-driven products, Lululemon apparel gives its customers the feeling that they’re purchasing a lot more than mere ‘value,’” the article states. “Buy a Cabin Long Sleeve T-shirt and you’re involved in bettering yourself. Pick up one of those cute Lucky Luon headbands and you’re joining a community of like-minded people. … It’s a thing of virtue. Budget in other spending categories if you must, the brand seems to whisper, but don’t stop taking care of your body and building a better society.”
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Lululemon’s CEO of the Year
We know that yogis are a passionate bunch, whether it’s going to extreme lengths to secure time on their mats or in fighting for a cause they believe in. Now one yogi is putting his own endurance to the test to keep a dream alive. Will Baxter, a financial-advisor-turned-yogin-social-entrepreneur who is trying to launch a yoga-bag company that will also help native Guatemalan women weavers, is one-day into his personal telethon (of the YouTube variety) to walk nonstop on a treadmill until the funds needed to launch the company are raised or until the campaign ends Nov. 22. I AM , Baxter’s sustainable-business-model idea, will sell naturally dyed yoga bags and straps woven by the indigenous Mayan women of the country, sharing 50 percent of the net profit directly with their communities. The seed money for the company will come through KickStarter, the funding platform for creative endeavors. Baxter needs to raise close to $25,000 more of the project’s goal of $45,000 before the fundraising period ends next week. Not unlike brands like Jade , a backer of I AM, Baxter appears to be the next generation of yogis who hope to pair a business idea with sustainability and social responsibility. A new form of yoga off the mat?
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The Jerry Lewis of Yoga?