Lululemon scores a huge victory over Nike
A power play is taking shape behind the scenes at Lululemon.
For years, Nike (NKE) has been the brand other athleticwear companies chase.
It’s the logo on Olympic tracks, the sneakers that dominate basketball courts, and the brand name that defines entire generations of athletes. But lately, cracks have started to show. Sluggish sales, rising emissions, and internal shakeups have clouded its previously unstoppable momentum.
Enter Lululemon.
The Vancouver-based brand, once narrowly defined by $100 yoga pants and boutique studios, has morphed into a full-fledged global contender. Its stores are packed. Its men’s business is booming. And while it still sells stretch, the company is now stretching beyond its roots — investing in innovation, expansion, and serious executive firepower.
Related: Lululemon bets big on innovation and sustainability
And in its latest move, it just landed a major win.
Not a product launch, not a campaign, but a person — one with insider knowledge of Nike’s strengths and its most vulnerable pressure points.
It’s the kind of strategic play that’s less about headlines and more about long-term dominance.
And for Nike, it might sting more than any ad campaign or product launch ever could. Image source: Justin Sullivan/Getty Images
Lululemon hires Nike’s former sustainability chief
Fifteen months after retiring from Nike, Noel Kinder has re-entered the game — this time, with Lululemon (LULU) .
Kinder spent nearly 25 years at Nike, where he served as chief sustainability officer and helped launch major initiatives like "Move to Zero," oversaw Science Based Targets, and led a sustainability team that grew from 75 to 300 employees.
He now joins Lululemon as senior vice president of sustainability, reporting to Chief Supply Chain Officer Ted Dagnese. His new role involves scaling the brand's internal and external sustainability strategies as it works toward its 2050 net zero target.
Related: Nike reverses course as weak sales raise alarm
“We’re thrilled to welcome Noel to Lululemon to lead our sustainability team,” said Dagnese in a press release. “His global perspective and track record will be instrumental as we create a more circular and sustainable future.”
The company is already making strides — such as increasing its use of preferred materials from 44% to 57% in just one year. Kinder says he's excited to join Lululemon "at an important time in their sustainability journey" and hopes to drive "meaningful, lasting change."
Lululemon gains momentum as Nike resets
Hiring Kinder gives it an insider’s edge in the sustainability arms race and poaches one of Nike’s most seasoned minds. It’s a play that underscores Lululemon’s ambitions to lead, not follow.
The brand is betting big on innovation beyond aesthetics: investing in chemical recycling startups, testing plant-based materials, and aligning with conscious consumers.
According to Trellis, Kinder led sustainability strategies across 42 countries and oversaw more than 1 million factory workers. This level of experience gives Lululemon a serious operational edge.
Nike, on the other hand, is left to reframe its own vision. Kinder's retirement came on the heels of the dismantling of its sustainable innovation team, and now, with no clear successor or cohesive strategy in place, the brand feels increasingly adrift.
Both brands are grappling with the same question: how do you grow while shrinking your footprint? For now, it’s Lululemon in the lead — and Nike left catching its breath.
