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.

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.

Lululemon’s challenge to Peloton in the connected fitness arena was short-lived. Lululemon said Wednesday that it would discontinue selling Mirror before the end of the year but would continue to provide service and support to users.