Lululemon kicks off first global advertising campaign [Toronto Globe and Mail (Ontario, Canada)]
lululemon athletica inc. (LULU)
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Source: Toronto Globe and Mail
Lululemon Athletica Inc. does not want you to think of its biggest ad campaign to date as advertising. Ask about the business rationale for launching their first ever TV ads and their first ever global campaign, and they will tell you that it is really about providing a new view of yoga “that would not only spark conversation but would actually allow people to live a life of purpose, and potentially deeper meaning.” That’s how Duke Stump, executive vice-president of brand and community, explains the campaign that launches on Monday. To do that, the company is reaching for a flashy montage that might leave viewers wondering what it all has to do with yoga pants. He sees it as a chance to “get clear with the world what we stand for,” to celebrate the company’s sense of purpose and to create an emotional connection with shoppers. It also comes at a time when Lululemon needs a sales turnaround. After a strong holiday season, the Vancouver-based company warned in March that sales
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- 3/21/24 - Beat
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- 4/3/24 - Form 4
- 4/3/24 - Form 4
- LULU's page on the SEC website