The University of Toronto is selling exclusive Lululemon apparel on campus as part of a larger strategy to secure co-branding opportunities.

The university held the official launch of the collection at the U of T Bookstore on Friday. The exclusive apparel is available on the St. George campus and will be available online soon, the university said. The launch featured select influencers and senior members of the U of T staff and faculty and was amplified through social media.

The collection includes Lululemon apparel bearing the U of T insignia and branding. The only other university to offer a similar co-branding partnership is the University of British Columbia in Vancouver, where Lululemon has its headquarters.

Nadine Mchorgh, director of marketing and communications and spaces and experience at U of T, oversees the university’s trademark licensing program, which is integral to co-branding partnerships like this one.

“We’re also focusing on enhancing the student experience as a general guideline for the trademark licensing program, looking for merchandise partnerships and collaborations and co-branding opportunities that help to enhance the student experience on campus and foster a sense of pride,” Mchorgh tells strategy.

Lululemon is not involved in the marketing, Mchorgh says, but the university is selling the merchandise in a “shop within a shop” in its bookstores.

The reason for the partnership is the sheer popularity of the brand among students and staff. “We’ve had a lot of requests from students, faculty, staff for the lululemon brand, because it’s very popular and lends itself to that whole comfort and wellness aspect and the balance for the students,” she says. “Our student population and alumni are very proud of U of T and what the University of Toronto represents as a legacy brand, a legacy school. We want to promote wellness and comfort, studying versus taking care of yourself, of your mental health and wellness.”