Frances Tiafoe in a Lululemon shirt at the Fayez Sarofim & Co. U.S. Men's Clay Court Championship on April 4 in Houston. Photo: Andrew Wevers/Getty Images
Lululemon isn't just posturing — it's trying to distance itself from its yoga roots with a series of sponsorship deals in sports like racing, tennis and golf.
🎾🏌️♂️ The yogawear brand, which has historically spurned most traditional sports marketing, has signed tennis star Frances Tiafoe, golfer Max Homa and Formula 1 champ Lewis Hamilton, Bloomberg reports.
⚡️ With its stock down 47% this year, the company is hoping to recapture the momentum it had when athleisure sales were soaring.
The company "looked unstoppable for more than a decade with its black yoga pants making their way into what seemed like every woman's closet," and "teens flocked to its casual clothes," Bloomberg notes.
⚠️ "But those days are over — at least for now" as rivals like Alo Yoga and Vuori "are grabbing market share" and the company is grappling with tariff costs and changing tastes.
💭 Nathan's thought bubble: It has recently come to my attention that "the legging's dead" and "you're a boomer" if you still wear them — at least according to a New York yoga studio owner quoted in this eye-opening WSJ story.
I guess I'll have to change my entire wardrobe now.
