Lululemon is a famous sports brand from Canada; it was founded in 1998 and is a yoga-inspired sportswear brand. Lululemon fuels the growth of the brand through the yoga movement, focusing on the full spectrum of yoga as an area, with the majority of their main core users coming from the yoga movement.Unlike other sports brands, Lululemon does not employ celebrity endorsements but instead considers the best endorsers to be yoga instructors of all kinds, an act that contrasts with other sports brands on the market and makes Lululemon even more unique and prominent in a society where sports brands are so numerous. Their way of promoting the brand is that whenever they are in a new city, they will find some local yoga teachers to cooperate with. They market their products through professional yoga teachers, recommending the products to more professional people and saving money on advertising; this increases the user’s viscosity toward the brand and provides a quick and accurate grip on the marketing’s target audience.Another way of promoting the brand is that they promote its value by holding community events to harvest the base users and by holding a lot of yoga class experiences for the users to experience the brand culture in the process of participation.
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