Let bygones be bygones. Peloton and lululemon join hands for content push a year after lawsuit

Peloton and lululemon have joined hands for a five-year strategic global partnership through which Peloton will become the exclusive digital fitness content provider for lululemon. Lululemon will in turn become the primary athletic apparel partner to Peloton.

Together, the brands will engage their global community of members in the United States, Canada, the United Kingdom, Germany and Australia through technical athletic apparel, real life experiences, special programming, and original content in a bid to expand the brand awareness and reach for both companies. In addition, a select number of Peloton instructors will become lululemon ambassadors as part of the partnership.

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Co-branded apparel across lululemon’s product lines will be available for purchase at Peloton retail stores and online on 11 October.

“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, the president of lululemon’s Americas and global guest innovation division.

“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.”

“Our brands create transformational experiences, products, and content that build meaningful connections and unlock greater possibilities for our members, anytime, anywhere,” said Dion Camp Sanders, chief emerging business officer at Peloton. “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,” she added.

Lululemon stated that it intends to discontinue selling the lululemon Studio Mirror before the end of the year and will continue to provide ongoing service and support for Mirror devices. lululemon will also discontinue its digital app-only membership tier on 1 November 2023.

Burgoyne added, “In the months ahead, we look forward to bringing this partnership to life with Peloton and leveraging the strengths of both brands to further support our growing guest and member communities on their fitness and wellbeing journeys.”

This partnership may come as a shock as Peloton sued lululemon in Manhattan federal court in November 2021, saying that lululemon’s initial claims through a cease and desist letter on Peloton copying its designs had no merits. Lululemon initially sent a cease and desist letter threatening to sue Peloton unless the company stopped selling five women’s bra and legging products. The case was dismissed last September.

In a decision made by the federal court in Manhattan, the court dismissed the lawsuit and said the case "is clearly an anticipatory action that warrants dismissal." 

The dispute between these two companies started after Peloton launched its private-label apparel brand in September this year. The product launch came after the end of a five-year co-branding relationship between lululemon and Peloton which started 2016.

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