Lululemon rival forms stunning new partnership

Some brands go viral. Others build quietly.

But every once in a while, a brand does both — and suddenly, it's everywhere.

That’s what happened with this one. My very hip aunt — the type who always knows what’s trending before it actually trends — showed up one day in a matching tank and jogger set. I saw the fit, and I had questions...mostly, where can I get it?

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After that, it was everywhere. On errands. At the airport. On the most pulled-together person at the gym. I started spotting it on coffee runs, weekend walks, even in my friends' closets.

The vibe? Effortless. Understated. Elevated without trying too hard.

And then, just when it seems like it couldn’t get hotter, it makes a move that signals it’s just getting started.

The Vuori-Gerber partnership matters

This week, Vuori launched a long-term partnership with the entire Gerber-Crawford family: Cindy Crawford, Rande Gerber, and their children Kaia Gerber and Presley Gerber.

This isn’t just a campaign or capsule — it’s a full-on brand alignment.

The deal centers on storytelling and creative involvement across content and brand identity. Each family member will take part in shaping Vuori’s presence across generations, with a focus on how style and wellness evolve over time.

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It’s a smart play. Cindy and Rande bring legacy and wellness credibility. Kaia and Presley offer cultural relevance and aspirational cool.

Together, they embody Vuori’s goal: to be more than activewear — to represent a lived-in, laid-back California lifestyle that appeals across age groups.

And by choosing one of fashion’s most iconic families, Vuori is sending a clear message to Lululemon and the rest of the activewear world. The brand is not just coming for your customers. It’s coming for your cultural status. 

Vuori wants more than 'trendy' status

With this partnership, Vuori is planting its flag in the broader lifestyle space.

It’s not just the brand you wear to Pilates or Sunday errands — it wants to be part of your morning routine, your airport look, and your off-duty dinner plans.

In a crowded market where most brands chase fast influence, Vuori is opting for something slower and more rooted: long-term identity building. By investing in a real family — not just a face — Vuori is betting on multigenerational storytelling, authenticity, and consistency.

It’s the kind of move that could make it more than a Lululemon  (LULU) rival. It could make Vuori the new default.

Now the pressure’s on. Can the brand keep scaling without losing its laid-back edge?

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