"Lululemon Athletica Inc. is embarking on a big marketing shift by betting on a roster of athletes to help pull the yogawear brand out of a sales rut and grow beyond its downward-facing dog roots."
"The company has done little traditional sports advertising on its way to surpassing $10 billion in sales, but now American tennis star Frances Tiafoe is wearing Lululemon apparel at the US Open, and golfer Max Homa dons the brand's gear on the PGA Tour."
"In the clearest sign of the company's grander ambitions, it also signed seven-time Formula 1 champion Lewis Hamilton as a brand ambassador."
Lululemon Athletica Inc. is shifting its marketing approach by recruiting athletes to reverse sluggish sales and broaden the brand beyond yoga apparel. The company historically used little traditional sports advertising while growing to over $10 billion in revenue. American tennis player Frances Tiafoe is wearing Lululemon apparel at the US Open, and golfer Max Homa wears the brand on the PGA Tour. Lululemon also signed seven-time Formula 1 champion Lewis Hamilton as a brand ambassador. The strategy aims to reach wider sporting audiences and reposition the brand beyond its yoga-focused roots.
Read at Bloomberg.com
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