Rather than limiting #thesweatlife to the gym, Lululemon has introduced it to life outside. Turning their brand into a lifestyle, the company’s past and current endeavors reflect this strategic move. Earlier this year, on the heels of relaxed office dress codes, Lululemon launched a self-described, “Office Travel Commute” clothing line. Building off of that, in June they unveiled their “Selfcare” line of personal care products.
In short, drawing on their steadfast brand loyalty, Lululemon is flourishing. In expanding their product line away from apparel, #thesweatlife is slowly but surely seeping into all facets of our lives.
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