NEW YORK — Lululemon, which is in midst of an aggressive growth plan, has tapped Edelman to handle PR duties in the US and Asia, PRovoke Media has learned.

PRovoke Media understands that Edelman is working on corporate reputation and consumer for the athletic and leisure apparel brand, including support for its first Global Wellbeing Report. 

Lululemon works with a range of agencies. The Vancouver-based company has worked with Brunswick Group and with Red & Co., which handled its global brand strategy. Last November, Lululemon selected Droga5 New York as its creative agency of record.

Founded as a yoga brand in 1998, Lululemon in 2020 was a $4.4bn business, a testament to the popularity of its high-end clothing. Last year the company also expanded beyond apparel with its $500 million purchase of home workout company Mirror.

The company is roughly two years into a five-year growth plan that calls for doubling its men’s and online sales over that time. The plan also forecasts a fourfold increase in international revenue by 2023.

Lululemon did not respond to request for comment, while an Edelman representative declined to comment.

Additional reporting by Arun Sudhaman