ONCE RIVALS, NOW PARTNERS: PELOTON AND LULULEMON TO COLLABORATE ON CONNECTED FITNESS AND APPAREL

Peloton and athletic wear maker Lululemon have announced a five-year partnership, effectively closing the curtain on Lululemon’s recently acquired connected fitness device, Mirror.

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The interactive fitness company steps in to become the exclusive digital fitness content provider for Lululemon, which in turn becomes the primary athletic apparel partner to New York-based Peloton.

Vancouver, British Columbia-based Lululemon, known in its early days for mostly making yoga gear, broadened its athletic apparel offerings and then bought at-home exercise startup Mirror for $500 million in June of 2020, just months into the COVID-19 pandemic.