lululemon is going from stretch to strength.
What’s happening: The activewear company announced Studio Yet., a three-week training pop-up in LA introducing a mindful ethos to strength and performance.
Performance-minded. A “modern training house,” Studio Yet. will offer classes across Pilates, strength, HIIT, and running with industry vets like AARMY’s Akin Akman, KR Method’s Korey Rowe, and Pvolve’s Dani Coleman.
Expanding reach, lululemon is partnering with SD’s VERVE Studios, Vancouver-born Yard Athletics, Miami’s LEGACY, and NYC’s The Athletic Clubs on Yet. workouts.
Keeping up. Combating a sales decline and controversy over see-through Get Low leggings, lululemon is betting on mindful performance to reengage younger consumers — timing the pop-up with the release of its Unrestricted Power strength training apparel.
Testing the approach with its NYC Glow Up studio last year, it seeks to reestablish a community fitness identity ceded to competitors like Alo Yoga, FP Movement, and Nike.
Looking ahead: While the pop-up’s temporary, lululemon’s Yet. is a clear overture to strength-obsessed women it hopes will make a lasting impression.
