More Than Stretchy Pants: How Lululemon Tapped Into the Belonging Economy
Let’s be honest... there are a lot of brands selling black leggings and workout tops. So why does Lululemon still dominate this space? It’s not just the quality, the fit, or the price (which definitely isn’t low). It’s because Lululemon understood something early: people don’t just want great gear...they want to feel part of something.
Before “community-building” became a checkbox on every brand strategy deck, Lululemon was doing the real work. Hosting in-store yoga classes, building local ambassador networks, turning store staff into educators—not just salespeople. These weren’t gimmicks. They were bricks in a brand built around identity, aspiration, and belonging. What they really sold was a lifestyle. And that lifestyle made you feel like your best, most balanced self.
Today, we call this the belonging economy. It's the idea that people want to affiliate with brands that reflect their values, their goals, their tribes. Lululemon didn’t just market clothing—they marketed a mindset. They turned fitness into ritual, retail into experience, and branding into a way of life.
“Before ‘community-building’ became a checkbox on every brand strategy deck, Lululemon was doing the real work.”
The story goes it was founded in Vancouver, Canada, in 1998 by Chip Wilson. Wilson developed a proprietary skintight fabric and decided to use it to create high-performance yoga apparel for women, seeing an opportunity to fill a gap in the market. What started as a design studio by day and yoga studio by night soon became a standalone store in November of 2000, and that story in itself connects the brand at ground zero.
So, if you're building a brand in today’s market? Don’t just think about the product. Think about the people. Ask yourself: What do they want to be part of? What rituals can you support? What moments can you make feel like theirs? That’s where the real loyalty lives...and where culture starts to form.
Here are four brands operating in a similar space as Lululemon…each tapping into community, lifestyle, and identity, but with their own distinct twist:
Patagonia – Purpose-Driven Tribe
Where Lululemon centers on self-betterment and movement, Patagonia speaks to environmental purpose and activism. Its customers don’t just wear the gear…they buy into a worldview. From donating profits to environmental causes to encouraging consumers not to buy new unless necessary, Patagonia thrives by making values feel wearable.
Sporty & Rich – Wellness Meets Wardrobe
Founded by Emily Oberg, Sporty & Rich blends vintage athleticwear aesthetics with a minimalist, aspirational lifestyle brand. What started as a moodboard-style Instagram has grown into a label that champions health, beauty, and intentional living—not unlike Lululemon’s core messages.
Rapha – Cycling, Cultured
Rapha has built a luxury cycling brand that mirrors Lululemon’s model: high-quality gear, beautiful branding, and most importantly…a powerful sense of belonging. I have seen this brand for years as a cafe and never really new what they stood for, so this makes sense. Their cycling clubs, cafes, and rides are as important as the products. Rapha doesn’t just sell you a jersey; it gives you a seat at the (handlebar) table.
HOKA – Comfort with Cult
This athletic shoe brand came out of nowhere and is now a quiet cult favourite. Its performance roots (ultra-running, endurance) have fused with fashion and lifestyle. HOKA isn’t flashy—it’s real, practical, and increasingly loved by wellness types, creatives, and athletes alike. Not something I would go for, (me and sport dont mix. Ha!) but I get it, their growth is proof that when the product works and the culture fits, a brand can thrive fast.
