Peloton and Lululemon Ink Partnership After Rocky History
It’s no secret that Lululemon and Peloton have a rocky history. Over the last few years, the two mega-brands have exchanged lawsuits, each revolving around athletic apparel. In 2021, Lululemon sent Peloton a cease-and-desist letter threatening to sue unless Peloton stopped selling certain products that Lululemon claimed were copycats. Pelton retaliated with a lawsuit seeking a court declaration that it did not infringe on Lululemon’s intellectual property (which it eventually lost).
Now it seems the two have buried the hatchet. According to a report from SGB Media, the companies inked a five-year strategic global partnership. Peloton will be the exclusive digital fitness content provider for Lululemon, and Lululemon will be the primary athletic apparel partner to Peloton.
It seems that the partnership is already paying off. The New York Post reports that since entering the partnership, Peloton’s shares went up 17% in aftermarket trading.
Starting Oct. 11, co-branded apparel across Lululemon’s product lines will be sold at Peloton retail stores and online in the U.S., U.K., and Canada, says SGB Media, as well as in all five of Peloton’s global markets by March 2024, over the course of three events that will be added to Peloton’s scheduled Peloton on Tour, starting with Chicago on Oct. 5-7.
On the flip side, starting Nov. 1, Lululemon Studio All-Access Members will have access to Peloton classes with no price increase. SGB Media adds that Peloton content will be updated weekly on its Studio device and companion app, with new Studio content produced by Lululemon through the Spring of 2024. Exclusive Peloton content will be available to those that sign up for Lululemon’s free Essential membership program. Lululemon added that it would discontinue selling its Studio Mirror, which has seen lower demand in recent months.
“We’re excited to collaborate with Peloton to connect with our highly engaged communities across North America and in markets around the world,” said Celeste Burgoyne, president of Americas and global guest innovation at Lululemon, in the SGB Media article. “As a leader in technical athletic apparel, this partnership will create a powerful product offering for Peloton Members and fans. 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.”