How Lululemon took on Nike to become a Fortune 500 company and $8 billion athleisure empire

June 8, 2023

Lululemon’s branding as a hip retailer targeting a wealthy clientele has been vital to its growth, hence why the company is credited with the invention of “athleisure,” at the intersection of good fit and high-quality fabrics. It’s slowly expanded into menswear and, more recently, golfing and hiking clothes. And it’s building brand loyalty through community, with moves such as in-store classes and running groups. FORTUNE (possibly paywall)