lululemon
Even though lululemon had become a 3 billion company and could boast having created the athleisure category, and was early on in leveraging mind-body connection, they had never defined their brand. As many young upstarts like Outdoor Voices were threatening their market share, they needed to articulate their identity.
To have a tiered approach to the Americas, Europe and China
Brand Book that brand architecture distilling behaviors, etc into a brand book, including. we positioned them as Seekers in Sneakers. spirited, real, bold the marriage of personal development and physical development. The Sweat Life. Mind-Body-Connection. Especially as they became poised to brand into new verticals. A new tagline. To be distributed company wide at eery level including ambassadors and on the fl
