Lululemon

Marketing spend by year

Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.

What they told investors

“We are increasing our marketing investment in the back half of the year to drive improved brand heat, guest acquisition, traffic and overall top line performance.”Meghan Frank · 2026 Q2 · transcript

“On brand, we are moving forward with our increased marketing investments in the back half of the year.”Meghan Frank · 2026 Q2 · transcript

“I would say given the challenges we've seen with -- from both the brand heat and product perspective, we do feel strongly that we need to continue to keep our investment level in marketing.”management · 2026 Q2 · transcript

“We anticipated our plan would take some time to gain traction as we bring in new innovations, elevate our store and digital experience, and increase and redirect our marketing spend.”Meghan Frank · 2026 Q2 · transcript

“In addition, based on recent trends, we are increasing our marketing spend to drive brand heat.”Meghan Frank · 2026 Q1 · transcript

“The team is focused on building brand awareness and distinction through our mindful performance position and community activations.”Andre Maestrini · 2026 Q1 · transcript

What the 10-K says about marketing

• investing in brand “Our operations in the Americas are core to our business and we aim to maintain and grow our net revenue in this market through ongoing product innovation by increasing new style penetration, as well as improving our localized assortment by store and by market. We continue to…” 10-K, Mar 17, 2026
• investing in brand “We have experienced net revenue growth in China Mainland and believe that as we continue to expand our operations and build our brand awareness, net revenue will continue to increase in this market. We continue to invest in brand building in our China Mainland segment, and our…” 10-K, Mar 17, 2026
• investing in brand “We have experienced net revenue growth in APAC and EMEA and intend to continue to invest in these markets to build brand awareness, including leveraging global ambassadors. Where we identify growth opportunities, we plan to open new retail locations, including new EMEA and APAC…” 10-K, Mar 17, 2026
• investing in brand “E-commerce : We believe e-commerce is convenient for our guests and also allows us to reach and serve guests in markets beyond where our physical retail locations are based. We believe this channel is effective in building brand awareness, especially in new markets. We serve our…” 10-K, Mar 17, 2026
• investing in brand “Other channels : We also use certain other distribution channels, generally with the goal of building brand awareness and providing broader access to our products. These other channels include:” 10-K, Mar 17, 2026

Say vs do

Walk the talk. In 44 statements from its leaders in interviews, 2 argued for investing in brand and 0 for cutting; the filed spend went up.

Peers