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At the Lululemon SeaWheeze Half Marathon in Vancouver, British Columbia, Canada, the mantra is “yoga, run, party.” But before the sun salutations start or the starting gun goes off, participants partake in another activity: shopping. Yes, shopping so serious it could be considered a competitive event. The doors of the official race expo opened at 7 a.m. on Friday, Aug. 12, but lines could be seen forming outside of the Vancouver Convention Center as early as 4 p.m. the previous day. Legions of Lulu-obsessed spent the night parked on sidewalk for a chance to purchase gear branded specifically for the SeaWheeze race.
We visited the convention center about an hour after the doors were opened, and thanks to a press pass were lucky enough to skip the lines. The scene in the expo hall was stunning—women with armfuls of clothing parked on the carpet, sorting which jacket or shorts they liked best. (To discourage hording or reselling, Lululemon puts a limit of 15 purchases per person).
Curious what sort of gear drives women to stand in line for 15 hours or more? Feast your eyes on Lululemon’s SeaWheeze gear, available only for a few hours, one morning of each year.