Popular athleticwear brand signs Formula 1 champion, grows male sector

Once upon a time, nearly every girl in the U.S. dreamed of owning a pair of Lululemon leggings. However, the company's initial success in the U.S. might have boosted its ego a bit too much since it continued to use the same strategy that had worked for many years, putting newness and innovation on the back burner in the process.

This lack of innovation caused the company to lose ground to other newer and trendier brands, especially in North America, which was once one of Lululemon's strongest regions.