lululemon
Cowie and Fox have had a powerful partnership with lululemon having helped them build from one store into a world wide chain of stores. They are the soulful & socially conscious athletic apparel company who has helped take yoga to the masses.
Challenge
Chip Wilson, lululemon's founder, wanted to take his start up yoga clothing company and make it as big as Nike. At the time yoga and yoga apparel were not mainstream, so Cowie and Fox had to target markets who practiced yoga as well as those who didn't.
Solution/Approach
We positioned lululemon as the embodiment of the perfect utopian yoga lifestyle. By combining powerful positive messaging with images of healthy, happy people practicing yoga and living their daily lives, we delivered creative that enlightened and inspired. This powerful approach won over practicing yogis and engaged yoga 'newbies' and even some detractors. Yoga was now fashionable and lululemon was the centre of it.
Result/Impact
Recognized as one of the most successful Canadian brands in recent history, lululemon operates stores in every major center in North America as well as stores throughout Europe, Asia and Australia. The only company who currently sells more women's athletic clothing than lululemon is Nike. Yet, if Chip has his way that is sure to change.
"I have worked with 100 creative organizations in my time as owner of Westbeach and Lululemon Athletica and Cowie and Fox stand out so far above the rest I do not bother to look at what others can do. Deciding to put all my eggs in one basket also saves me time. I get what I ask for and more. Creative, innovative and out of the box."