LuluLemon Campaign for Men Information Kit prepared by Ryan Garn

RYAN GARN

ANNENBERG SCHOOL OF COMMUNICATION AND JOURNALISM UNIVERSITY OF SOUTHERN CALIFORNIA

To: Laurent Potdevin, CEO of Lululemon Athletica

From: Ryan Garn

Date: May 4, 2016

Re: Lululemon campaign targeted at men using athletes

Thank you for allowing me the opportunity to present you with this detailed information kit. It consists of various materials, partnerships and events to help elevate the current campaign targeted at men in Lululemon Athletica. I have carefully examined the existing pieces of the ongoing campaign and believe my additions would greatly help elevate what is already in place within the company.

SITUATION SUMMARY

On January 28, 2016 the Business Insider published an article titled “Lululemon’s Men’s Clothing Line Has Major Problems.” Although Lululemon has made extreme efforts to include men into their brand, the article highlights how these have not been effective through a collection of personal interviews and concrete data showing a constant plateau of sales regardless of the changes. Men love the product just as much as women so this disconnect in the brand itself needs to be dealt with to increase engagement and sales.

As popularity has steadily grown in regards to the female audience, the male counterpart has failed to keep up. With articles such as the Business Insider highlighting to male audience reasons why they should not shop at Lululemon, it is important to act quickly. We believe that it is imperative Lululemon hear the complaints addressed in the article and alter its campaign for men to effectively reach this crucial demographic.

This specific media kit revolves around the notion of utilizing well established athletes to associate ideals of athletics and masculinity within the brand of Lululemon. With specifically the involvement of Cristiano Ronaldo and Tom Daley, a wide demographic of men would be reached and hopefully persuaded to give the brand another look.

In addition to simply reaching the male demographic audience in a unique, new way Lululemon has never tried before, their celebrity status would bring additional coverage in terms of press and social media. Both men and women would be more excited about the brand and their new partnerships.

The materials found within this information kit provide resources for the company if they chose to incorporate these athletes into their campaign. These documents cover how the two men would be integrated into the plan and are ready to be published under the brand’s name.

MATERIALS

Please find the following enclosed in this kit:

1. Press release for Cristiano Ronaldo partnership and promotional tour 2. Fact sheet about upcoming promotional event with Cristiano Ronaldo 3. Opinion paper regarding the company’s ideals regarding male body positivity 4. Social Media options for the athletes 5. Position Paper regarding the health benefits of yoga 6. Media advisory for press conference pairing athletes with the brand

Thank you again for putting aside the time to consider this media kit. I hope you find this information kit helpful as Lululemon strives to expand their brand. I am fully confident these resources would help the company reach their growing goals. Please do not hesitate to contact me if you have any questions or concerns.

Best,

Ryan Garn Media Relations Coordinator, Lululemon for Men Campaign Marketing Advisor, Annenberg Public Relations Team (714) 512 - 1308 rgarn@usc.edu

essential information

date: June 10, 2016

time: 11 AM - 4 PM location: lululemon store at Santa Monica

**first 30 people at the event will receive free pair of signed lululemon pants

About lululemon

lululemon athletica was founded in 1998 and prides itself on providing quality yoga clothes for men and women with the best quality fabric and designs in the retail industry.

About new male line

lululemon introduces new line designed specifically for me including:—innovative fabric—water resistant technology—athletic accessories

About Cristiano Ronaldo

Cristiano Ronaldo is a professional soccer player who is often referred to as the greatest soccer player in the world. He is the captain of the Portugal national team and is the face of brands like Coca-Cola & Samsung

Promotional Event featuring Cristiano Ronaldo

Location: Santa Monica location

Downtown Santa Monica, 1457 3rd Street Promenade, Santa Monica, CA 90401

For more information:

#: (310) 319-9900 email: media@lululemon.com phone: 1.877.263.9300

Cristiano Ronaldo announces partnership with lululemon

Los Angeles, Calif. (May 4, 2016) – Professional athlete Cristiano Ronaldo announces today partnership with lululemon athletica featuring summer promotional tour beginning at the Santa Monica lululemon location on June 10.

Ronaldo is one of the biggest athletes in the world and holds countless titles for his soccer achievements. Multiple accolades depict Ronaldo as one of the best soccer players of all time such as his coveted FIFA World Player of the Year win in 2008. He is the youngest athlete to ever be drafted onto the Manchester United team and is currently the captain of the Portugal national team.

“Lululemon's clothing is always my first choice for work out clothes,” said the unbeatable athlete. “Their clothes are always reliable and incredibly comfortable! I'm excited to work with such an incredible brand.” The soccer champion is much more than the typical athlete. He is well established in the media due to his extensive coverage in video games such as FIFA Street 2 and Pro Evolution Soccer and his endorsement deals with Samsung, KFC and Coca-Cola. His Facebook fanbase amounts to nearly 103 million followers and is the most followed athlete on twitter.

“Cristiano is incredibly well known throughout the media and we are excited to have such a beloved athlete representing our company,” said Miguel Almeida, Executive Vice President of Lululemon. “With this athlete as the face of our male clothing line, it will bring a whole new level of engagement to this specific subset of our overarching brand.”

The partnership between Ronaldo and Lululemon consists of a promotional tour, a high profile ad campaign, and a limited time line of products the athlete designs himself. The tour begins on June 10th and features 9 stops across the country throughout the summer of 2016.

Ronaldo makes his first stop on the promotional tour at 11 AM on June 10th at the Santa Monica Lululemon location.

About lululemon athletica inc. lululemon athletica is a yoga-inspired athletic apparel company that creates components for people to live long, healthy and fun lives. By producing products that help keep people active and stress free, lululemon believes that the world will be a better place. Setting the bar in technical fabrics and functional designs, lululemon works with yogis and athletes in local communities for continuous research and product feedback.

Confronting the “sour” issue silencing men across the globeLululemon addresses men and body image issues

By Ryan Garn, Lululemon staff — May 4, 2016

“Loving myself and my body are part of my daily struggle.” This is something that most would expect to hear from their mother, sister or aunt. Some would even be shocked to hear it from their grandmother or girlfriend. However, what about from your brother or father?

Men around the globe are not immune to these types of body image issues, but are strangely never associated with these social problems. It is only the women in our lives who are we associate with insecurity relating to their physical figure. If both are equally effected, why does only one gender become associated with unhappiness with their bodies.

In a society that pushes everyone to reach the pedestal of “perfection,” both men and women struggle to reach what is expected of them. Although those behind the scenes in the media attempt to show various body sizes and types, they tend to only prioritize women. Men need to see diversity in body shape too.

In 2013 the Diagnostic and Statistical Manual of Mental Disorders put to rest the misconception that 1 in 10 eating disorders happen to men and realized the reality was 1 in 4. This revelation was one of the first alarming statistics to show that these issues are not selective for only one gender.

In addition to this alarming statistic, a professor of pediatrics at Harvard Medical School and a researcher at Boston Children’s Hospital surveyed hundreds of boys across the country and discovered nearly 20% of teenage boys are insecure about their body. This may not rival that of females, but is still an important problem that cannot be swept under the rug.

Many of these underlying issues can be traced back to popular culture and media. With only the .01% of the most attractive models and celebrities being featured on millions of covers and television screens, these “perfect bodies” become the expected norm. This is a recipe for disaster.

“Sure, it is well known that women get insecure from Victoria Secret angels and the girls they see on TV, but men have the same pressures,” said Jason Fields, psychology specialist. “With only the fittest and most athletic men featured in the media, it feels as though your body is not good enough if it is not perfect.”

The solution to this problem first comes with awareness. By breaking apart the misconception that body issues only pertain to one gender is essential. Once this is done, it becomes the responsibility of those working in the media to try to be realistic in their portrays of what a healthy body is.

Lululemon, for example, is prioritizing the inclusion of varying sized models when putting together ads and visuals for their upcoming campaigns. Their priority is to do so with both genders. With a more diverse collection of people in their advertisements, it helps lessen the need for perfection.

As more attention is directed towards males in terms of body issues, the more society is beginning to uncover that they are in fact victim to this social problem despite the countless stereotypes. With this awareness, a larger collection of body types for both men and women can be integrated into the media and woven throughout various campaigns and visuals to put and end to unrealistic goals that are fueling many of these body issues.

Hopefully, as more information surfaces and men raise their own voices, the next time someone says “loving myself and my body is part of my daily struggle,” society does not simply assume it is coming from a woman seeing as this assumption continues to silence the men who feel the same.

Social Media Tweets and Blog

Social Media Tweets and Blog

Lululemon’s belief in yoga as the perfect

solution for both mental and physical health Letter from the Chairman - May 4, 2016

Lululemon will always be more than simply a place to buy comfortable pants. It is a place that aims to equip people with the resources to live their most vibrant life. Operating with fundamental goals to help people reach their true untapped potential hidden within, our store does much more than simply provide clothes to the wearer. We help elevate, advance, and transform people into the best possible version of themselves.

One of the main foundations in which our entire company is built upon is the importance of prioritizing both mental and physical health. There is little on this planet that can help ensure a healthy mind and body more than yoga.

At Lululemon, the art of yoga is much more than simply a form of exercise. It is a lifestyle. Starting each morning with yoga not only gets one in feeling energized and awake, but provides them a positive mindset. With yoga deeply rooted in your life, one can make it through all of life’s struggles with minimal stress and no obstacle is too big to conquer.

Yoga has evolved over thousands of years and weaves together hundreds of styles and disciplines. The specific types of yoga that Lululemon encourage people to practice range from yin to kundalini. The first is a slower type of yoga that pushes one physically and the second prioritizes breathing and a calm mind. With nearly 50+ types of yoga

that exist worldwide, there is something for everyone. Although exercising in a gym or on an elliptical have become popular in current day, we at Lululemon are adamant about prioritizing yoga above every other type of physical activity there is. The first reason is rooted in the physical benefits.

Similar to other types of exercise, yoga works on improving flexibility while additionally putting on extra muscle. However, this is only the beginning. While doing so, the repeated use of yoga in one’s daily life leads to perfect posture due to the various forms used throughout one’s practice.

Other incredible effects include dropping in blood pressure and a rise in heart rate. It is rare to see this combination of the two working together in such a manner in simply one type of workout. Additional studies have proven that this dynamic relationship has lead to quicker recovery when injured and lessening of the effects of mental illness.

Despite the fact this type of exercise is not as “high energy” as going to the gym or participating in sports, it does not mean the physical results are diminished. With further research demonstrating that both one’s bones and specifically spine become stronger as a result, these poses provide one with a body that could rival a quarterback.

What makes this activity unique is that the benefits do not stop after the physical components are discussed. This is simply just one side of the equation. Yoga is scientifically proven to boost mood. With positive speeches and mantras included alongside the movement of the body, it reinforces a positive mindset while you are burning calories. Intense focus is required for an extended amount of time and results in improving one’s focus long term.

These hours on the yoga mat not only relax the mind, but the entire body. The nervous system calms down from the pattern of the movements, the words of the music, and the setting of the room. Peace of mind is guaranteed when practicing yoga.

A majority of society tend to live hectic lives and as countless research shows, few are content and think they are reaching their own true potential. Yoga is the perfect solution to this dilemma for it improves the state of the mind and the body simultaneously.

At Lululemon, we not only care about the clothes you wear, but what you do while wearing them. Yoga is a lifestyle we deeply support and find fundamental for a vivid life in which you can thrive as your best self.

***MEDIA ADVISORY***

Press conference to announce Cristiano Ronaldo and Tom Daley partnership with lululemon

Cristiano Ronaldo and Tom Daley announce plan to promote new lululemon male clothing line with social media campaign and a promotional tour throughout summer 2016.

WHO: Cristiano Ronaldo, famous athlete Tom Daley, Olympic gold medalist Laurent Potdevin, CEO of Lululemon Athletica WHAT: Cristiano Ronaldo and Tom Daley pair with lululemon to promote new male clothing

WHERE: Lululemon, Santa Monica location Downtown Santa Monica, 1457 3rd Street Promenade, Santa Monica, CA 90401

WHEN: Monday, June 10 at 11 AM

Contact: Ryan Garn rgarn@usc.edu (714) 512 – 1308

About lululemon athletica inc. lululemon athletica is a yoga-inspired athletic apparel company that creates components for people to live long, healthy and fun lives. By producing products that help keep people active and stress free, lululemon believes that the world will be a better place. Setting the bar in technical fabrics and functional designs, lululemon works with yogis and athletes in local communities for continuous research and product feedback.