Peloton Stock Soars on Lululemon Deal

By Kirsteen Mackay

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Peloton and Lululemon forge a five-year partnership, impacting stock prices, apparel lines, and digital content. A must-read for savvy retail investors.

Peloton open store front with bike and apparel on display.
Peloton Content Expands Through Lululemon Platforms

TL: DR - What You Need To Know

Peloton Interactive Inc (NASDAQ: PTON) and Lululemon Athletica Inc (NASDAQ: LULU) have inked a five-year deal that positions Peloton as the sole provider of digital fitness content for Lululemon. This alliance boosted Peloton's stock by up to 11% while Lululemon's stock saw little change. The partnership paves the way for co-branded athletic apparel, set to be available in Peloton stores and online starting in October.

Lululemon will now scrap its own digital fitness content and stop selling its Mirror hardware by the end of 2023. Instead, the brand will integrate Peloton's workouts into its Studio Mirror device and free digital app. This shift led to layoffs for around 120 employees at Lululemon. The deal allows Peloton to fortify its standing in the connected fitness sector and Lululemon to retreat from its less fruitful Mirror venture.

Starting November 1, users will notice changes, particularly in Lululemon's free Essential app tier. The co-branded apparel line will initially be available in the US, UK, and Canada, with plans to expand to Australia and Germany by next March. Both companies also plan to host joint community events. Lululemon will discontinue its $12.99 digital-only subscription, directing users to Peloton's app instead. While Peloton aims to bounce back from recent setbacks, Lululemon reports an 11% growth in comparable sales, highlighting the mutual benefits of this strategic alliance.

Why This Is Important for Retail Investors

  1. Stock Price Impact: The partnership led to an immediate surge in Peloton's stock, making it a compelling consideration for short-term gains. Retail investors need to pay attention to how such collaborations influence stock prices to seize timely investment opportunities.

  2. Long-Term Strategy: Lululemon's decision to halt its Mirror hardware and digital content indicates a strategic pivot. Understanding these long-term shifts can help retail investors make informed decisions about the sustainability and growth prospects of a company.

  3. Market Expansion: The co-branded apparel line has a planned global rollout, targeting not only North American markets but also Europe and Australia. This international growth can have a positive impact on revenues, making both companies potentially more attractive for long-term investment.

  4. Revenue Streams: Peloton gains an additional outlet for its digital content, while Lululemon diversifies by stepping into the connected fitness space. For retail investors, this diversification can be a risk-mitigating factor, making the companies more resilient against market volatility.

  5. Consumer Engagement: The planned community events for customer engagement indicate that both companies are invested in retaining consumer interest. High levels of customer engagement often translate into brand loyalty and, ultimately, consistent revenues. Retail investors should consider this as a marker for potential long-term stability.

How Can You Use This Information?

Here are some of the investing ideas that can be explored using this information:

  • Value Investing: Lululemon's strategic move away from its less successful Mirror venture to focus on its core apparel business could signal a more efficient use of resources. This could improve its financial fundamentals over time, making it a potential value investment. Investors could look for an undervaluation in Lululemon’s stock as the market adjusts to these changes.

  • Growth Investing: Peloton's immediate stock price surge and its strategic direction to expand its digital content via Lululemon’s platforms suggest potential for substantial growth. Investors optimistic about the connected fitness industry could consider Peloton (PTON stock) as a growth investment, especially if it successfully navigates its recent setbacks.

  • Momentum Investing: The rapid stock price movement following the partnership announcement could attract momentum investors. Buying into Peloton in the short term to capitalize on the stock’s current upward trajectory might be a strategy to explore.

  • Sector Rotation: The partnership could have a ripple effect on competitors in both the fitness and apparel sectors. Investors might explore shifting their portfolios to capitalize on emerging trends within these industries, such as the growing importance of connected fitness.

  • ETFs and Mutual Funds: Investors less inclined to pick individual stocks could explore ETFs or mutual funds focused on tech-enabled fitness or athleisure sectors. This allows them to potentially benefit from the partnership without taking on the risk of individual stock selection.

  • Options Trading: Given the volatile stock movement around such announcements, experienced investors might explore options contracts to hedge risks or leverage potential gains. Put options on competitors who may lose market share or call options on Peloton or Lululemon could be strategies to consider.

  • International Exposure: With the co-branded apparel line expanding to markets like Australia and Germany, investors looking for international diversification might consider these companies as a gateway to global markets.

  • Economic Moat: The exclusive nature of the partnership creates a competitive advantage for both companies. Investors looking for companies with a strong economic moat might see this as a favorable factor for long-term investment.

  • Thematic Investing: Those interested in the broader themes of health, wellness, and technology could consider this partnership as part of a thematic investment strategy, investing in a basket of companies that stand to benefit from these growing trends.

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This article does not provide any financial advice and is not a recommendation to deal in any securities or product. Investments may fall in value and an investor may lose some or all of their investment. Past performance is not an indicator of future performance.

Kirsteen Mackay does not hold any position in the stock(s) and/or financial instrument(s) mentioned in the above article.

Kirsteen Mackay has not been paid to produce this piece by the company or companies mentioned above.

Digitonic Ltd, the owner of, does not hold a position or positions in the stock(s) and/or financial instrument(s) mentioned in the above article.

Digitonic Ltd, the owner of, has not been paid for the production of this piece by the company or companies mentioned above.

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