The headlines painted a disturbing picture. “Lululemon Founder Says It’s Not For ‘Certain Customers,’ Pans Company’s Diversity Efforts,” wrote the HuffPost. “Lululemon’s Founder’s Full Rant Against Yoga Retailer Skewers ‘Appalling’ Men’s Line, DEI And More,” wrote Forbes. “Lululemon Founder’s Controversial Diversity Statements,” wrote The Cut. If consumers read beyond the headlines, they would know that Chip Wilson, the controversial executive who founded Lululemon in 1998, has not had a role at the business since 2015. If they did not, Wilson’s highly publicized comments could create lasting damage for Lululemon, a brand that is currently enjoying multi-generational popularity and strong sales.
The company immediately issued a statement opposing Wilson’s remarks and noting his lack of involvement in the company since he left the board in 2015, two years after drawing criticism for saying that “some women’s bodies just don’t work for” Lululemon pants.
By responding early to Wilson’s latest comments, distancing the brand from Wilson and highlighting its commitment to diversity, equity and inclusion, Lululemon did the right thing, according to Thom Fladung, a managing partner at crisis communication firm Hennes Communications. But brand executives at the Canadian company should continue to watch comments on social media.
A representative from Lululemon did not respond to Ad Age’s request for comment by press time.
Below, Ad Age offers more advice for brands dealing with similar controversial situations caused by a founder gone rogue.