About This Project

The RBC Decathlon is a 10-event charity competition where hundreds of financial industry workers compete for the title of “Best Athlete on Wall street” and raise millions for the Memorial Sloan-Kettering Cancer Center. Lululemon, supplanted Under Armor this year as the Decathlon’s official outfitter in an effort to broaden its customer base by convincing men to wear a brand traditionally associated with women and yoga. To make the most of their sponsorship, Lululemon sent an army of chipper young women to staff the event’s relax and recovery area. Our robotic massage chairs were a core feature of the space and provided the perfect opportunity for Lululemon staff to casual engage athletes in conversation. These informal conversations form the basis of lasting customer relationships and the foundation of Lululemon’s experiential marketing strategy.