The Canadian Olympic Committee (COC) issued a statement on Wednesday telling consumers to be wary of Olympic-themed apparel made by The North Face.
According to the COC, The North Face is engaging in a tactic called ambush marketing. The advertising/marketing strategy caused large problems at the 2012 London Olympics when consumers ended up perceiving non-affiliated brands as official Olympic sponsors. (I deeply pity the multinational corporations who suffered so dearly. Truly, I shed all the tears.)
Here’s the COC’s statement:
The Canadian Olympic Committee will vigorously defend its brand, including all its sponsors and licensees, against ambush marketing attempts to mislead Canadians.
I’m concerned that Canadians have purchased The North Face apparel assuming that by doing so they are supporting the Canadian Olympic team, when that is just not the case.
We expect The North Face to take immediate action to remedy the situation (Inside the Games).
You can check out the so-called “International Collection” the COC is upset about here.
[Source: Inside the Games]