Lululemon Ambassadors

The lululemon Ambassador program gets lululemon products out in the community in a subtle, yet effective way. Selected ambassadors represent the lululemon image and mantra by being active community members and leading active lifestyles. Thus, by providing these ambassadors with free clothing and lululemon support, the company can ensure that their product is being used in a visual way (ex: yoga teachers wearing lululemon in front of their class).

Lululemon also boasts an “elite ambassador” program which consists of world class athletes and Olympians. Currently, lululemon is being represented by skiers Jenn Heil and Emily Brydon as well as 22 other elite athletes. While lululemon does not pay these athletes, they do provide them with free clothing and athletic support including yoga classes and other strength training. One of the most integral aspects of the elite program is called LEAF (Lululemon Elite Ambassador Fan Club. The fan club consists of customers and community members who cheer on and stand behind the elite ambassadors in their quests for Olympic medals and world championships.

Through working with elite athletes and community leaders, lululemon gains customers attention and keeps their brand relevant in our day to day lives as well as visual in TV interviews and photographs which feature athletes preforming in their clothing.

Overall, the ambassador program at lululemon is an intriguing marketing effort because it connects real athletes and real people to the brand and demonstrates the practical uses of their products.