Lululemon Inks Five-Year Partnership With Peloton, Which Quietly Ended Adidas Partnership Last Year
It’s a match made in fitness heaven.
Lululemon Athletica Inc. and Peloton have inked a five-year deal, under which the athleisure brand will become the primary athletic apparel provider for the connected fitness company. The deal also instates Peloton as Lululemon’s exclusive provider of digital fitness content, beginning in 2024.
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The deal is meant to help expand awareness for both brands across the globe by offering original fitness content and new branded merchandise. As a part of the deal, some Peloton instructors will become Lululemon ambassadors.
The new deal replaces Peloton’s partnership with Adidas, which came to end last year, Adidas confirmed. This prior partnership outlined similar goals for the two brands, including apparel launches, when it was inked in 2021.
“We’re proud of what we achieved together and will continue to break boundaries in the fitness industry,” Adidas said. Peloton affirmed to FN that there had been no change to its existing partnerships.
Lululemon president of Americas and global guest innovation Celeste Burgoyne said in a statement that this partnership is meant to “connect with our highly engaged communities across North America and in markets around the world.”
“As a leader in technical athletic apparel, this partnership will create a powerful product offering for Peloton members and fans,” Burgoyne said. “Our two companies share a vision to advance wellbeing through movement, and this partnership ensures our Lululemon Studio Members will have access to the most expansive and dynamic offering of fitness content possible.”
The new deal also represent a cooling of tensions between the two fitness players who had previously been embroiled in legal conflict. Last year, the two brands settled a lawsuit in which Lululemon had accused Peloton of trade dress infringement, false designation of origin and unfair competition after the two had ended their wholesale co-branding partnership in 2021.
Co-branded Lululemon and Peloton merchandise will go on sale beginning Oct. 11 at Peloton stores and its websites in the U.S., U.K. and Canada, with a plan to expand to all markets by March 2024. The apparel will officially launch during various events on Peloton’s tour in early October. Effective Nov. 1, Peloton will become the official digital fitness content provider for Lululemon Studio All-Access Members.
“Our brands create transformational experiences, products and content that build meaningful connections and unlock greater possibilities for our members, anytime, anywhere,” said Peloton’s chief emerging business officer Dion Camp Sanders. “By bringing together the best in fitness content with the best in athletic apparel, we’ll give our communities one-of-a-kind experiences and special content that will inspire them to achieve their goals.”
Lululemon added that it plans to discontinue sales of its Mirror device by the end of the year as it winds down that part of its business, along with its digital app-only membership tier, which will be ending on Nov. 1.
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