Who: Chip Wilson is a legendary retail founder, investor, and philanthropist, who transformed the technical apparel industry and built $40B+ clothing company Lululemon. Chip is well-known for his charitable initiatives, extensive knowledge of technical apparel and vertical retail, and for prioritizing company cultures rooted in personal development and wellness.
Priorities: When we began working with Chip, his primary challenge was battling negative public sentiment in the aftermath of a public relations controversey. This hit to his reputation was having a trickle-down effect on new business ventures, partnerships, and general public perception. With a book project, new charitable initiatives, and business opportunities in the works, Chip and his team were looking for ways to garner positive media exposure, as well as build a supportive and engaged online audience, and reach and rally the Lululemon faithful.
Target Audience: Previous employees and enduring fans of lululemon; retail and business media; industry peers and business thought leaders, general public.
CSuite worked with Chip and his team to develop a cohesive thought leadership strategy built around key narrative pillars of leadership, retail insights and holistic wellness. Then, we doubled down on an integrated approach to credibility-building by leveraging earned media bylines to boost Chip’s profile (while allowing him to control his own narrative) as well as setting up and rapidly growing his social media presence. In one year, CSuite: