News & Blog


Nov 28, 2018

For the seventh consecutive year, LYCRA® brand collaborated with lululemon, the yoga-inspired athletic apparel brand, for the annual SeaWheeze festival in Vancouver, British Columbia. Held in late September, over 10,000 people attended the fun-filled event that included a half marathon, yoga classes, and a dance party. At check-in, participants visited an exclusive lululemon showcase store and a sports bra fitting analysis where they learned firsthand about the performance benefits LYCRA® fiber adds to the lululemon’s garments.

lululemon and LYCRA® Brand Team Up for Seawheeze 2018

Developing Consumer Preference

About 90% of lululemon garments use some form of LYCRA® fiber to enhance fabric aesthetics and performance, and the brand proudly promotes its use on hangtags and labels to help drive sales. At the SeaWheeze Showcase, runners had an opportunity to experience the LYCRA® fiber’s innovation firsthand through interactive displays and conversations with brand ambassadors in a sports bra fitting area. Runners were educated about the lasting comfort, fit and performance this fiber consistently delivers. This targeted messaging helped develop consumer preference for lululemon apparel powered by LYCRA® fiber technology.

lululemon and LYCRA® Brand Team Up for Seawheeze 2018

Results-Driven Marketing

A robust social media plan promoted the Seawheeze Festival, lululemon and LYCRA® brand across multiple channels throughout the event. Thanks to lululemon’s tech-obsessed fan base, this effort reached millions of high value consumers and strengthened their connection to both brands.

To learn how LYCRA® brand can work with your brand to create co-branded marketing plans that get results, contact the representative listed below.

LYCRA® is a trademark of The LYCRA Company.


The LYCRA Company David Capdevila Market Development Manager, Performance Segments +34 932379282 Barcelona SPAIN