The company was beyond effective, striking this viral campaign to shatter body image stereotypes when Lululemon’s company was slipping, usually dominating the women’s athletic clothing market like leggings. At the time of Under armours launch, Lululemon’s numbers were dropping from a recall of too-see-through yoga pants. A 35% decrease in sales was also aided by Lululemon’s CEO Chip Wilson. Wilson had made comments about the size of its “ideal” female consumers. Under armour swooped right in after the CEO was fat shaming Lululemon’s customers, bringing in their commercial that exemplifies women and their capabilities. Although they do not specify what kind of clothing or accessories they want women to by, it leaves a wide range for them to
