lululemon Receives "Goal 17 Innovation in Partnership Award"

In early November, the Peace on Purpose initiative, initiated by the lifestyle brand lululemon in collaboration with the United Nations Foundation, was awarded the "Goal17 Innovation in Partnership Award" by the United Nations Foundation.

Established in 2019 by lululemon and the United Nations Foundation, the Peace on Purpose initiative aims to assist global United Nations workers and those in need to cope with challenges posed by difficulties, uncertainties, and disruptions. This project provides mindfulness-based audio tools and convenient mindfulness training opportunities for recipients, and offers free access to multilingual mindfulness audio tools on the brand's official website.

This year, under the "Global Leadership Awards," the United Nations Foundation introduced the "Goal 17 Innovation in Partnership Award" for the first time to recognize strategic partnerships contributing to the achievement of the United Nations Foundation's sustainable development goals. 

The award was presented to the Peace on Purpose initiative by Baroness Valerie Amos, Chair of the United Nations Foundation's Board of Directors, encouraging lululemon to continue creating a positive impact on the United Nations' vision and global well-being.

ConCall:

"Mindfulness practice" has gained popularity, especially among urban elites, even as the trend of nationwide fitness continues. After benefiting from the fitness wave's popularity, how can sports brands discover opportunities from challenges as more health-conscious consumers with higher purchasing power turn to a more tranquil lifestyle?

While lululemon's award signifies its commitment to corporate social responsibility, its pioneering move into the "mindfulness training" domain, based on its heritage in yoga, offers a reference point for how to logically expand business scope and shape corporate image.