Activewear and art galleries might not seem like a natural fit, but a new partnership between Lululemon and NGV could be about to change that.
Multinational activewear retailer lululemon has today announced a new partnership with the National Gallery of Victoria (NGV). In celebration of lululemon’s 20th birthday this year, the two organisations are teaming up to present “a summer of yoga and active experiences” in the Melbourne art gallery’s indoor and outdoor spaces.
Tony Ellwood, Director at NGV, calls the free program an “opportunity to reflect and be present in the tranquil spaces of the NGV’s galleries and garden.” The 20-week program, reflecting lululemon’s 20 years of retailing, will include mindfulness activities, meditation, yoga sessions, and creative outlets led by the company’s Melbourne ambassadors.
This is not the only birthday tie-in lululemon has rolled out. The brand has also refreshed its manifesto, words printed on its products to convey a visual representation and mantra of what lululemon stands for. The company is printing its updated manifesto on a limited-edition 20th Birthday Capsule Collection of core products, which it will sell through selected stores and the brand website.
The combination of new products, partnership, and program will increase the brand’s visibility around its birthday marketing. And while attendees aren’t required to wear lululemon clothes, this merging of lifestyle wear and lifestyle activities among a new audience will probably lead to more than a few sales.
“Our roots in yoga run deep, so our partnership with the National Gallery of Victoria is a great opportunity for us to share an integral part of our culture with our community,” says Paul Tinkler, Managing Director lululemon Australia and New Zealand.
The full program will be released on 18 October, with activities scheduled to begin in November.
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