In order to build deep and authentic connections with influential relationships, lululemon launched the Advocates Group. By investing in these RELATIONSHIPS through PRODUCT and authentic CONNECTION they transferred their trust and their community’s trust to lululemon over time.
Building relationships with the right influential humans and powerfully activating with them and for them the brand was able to achieve goals across footwear, Gen Z, men’s and lululemon Studio. The proof is in the numbers. In just 18 months this program resulted in an estimated reach of 39.1M and a media value of 978k.
