Lululemon Founder Chip Wilson Launches A Proxy Fight To Save The Brand

On December 29, 2025, the man who started the global yoga-pant obsession, Chip Wilson, officially declared a proxy fight against LULULEMON. With a 9% stake and a list of grievances longer than a Saturday morning line for a hot yoga class, Wilson is looking to stage a total cultural reset at the top. Here is why the activewear giant is currently facing its biggest identity crisis yet.

The All-Star Nominees: Chip Wilson’s Vision for a Glow-Up

Wilson isn’t just complaining; he’s bringing reinforcements. His mission to reclaim LULULEMON’s creative soul involves nominating three industry heavy-hitters to the board who actually understand the "vibes" and the business of product innovation. Leading the charge is Marc Maurer, the former co-CEO of On Holding, who is credited with turning On Running into the premium footwear powerhouse it is today. Joining him are Laura Gentile, the marketing genius behind ESPN’s female-focused brands, and Eric Hirshberg, the former Activision CEO who knows a thing or two about building global franchises. Wilson’s argument is simple: the current board has overseen a "total failure" in product vision, and it’s time to bring back the creative energy that built the brand.

A Brand at a Crossroads: Falling Shares and CEO Shuffles

While LULULEMON remains the undisputed heavyweight of the athleisure world, 2025 hasn’t been its most aesthetic year. With shares dropping nearly 50% amid a sea of "product staleness" and fierce competition from the likes of Alo Yoga and Vuori, the brand is feeling the heat. The drama reached a fever pitch earlier this month when CEO Calvin McDonald announced his exit, leaving the company in the hands of interim leaders. For Wilson, this transition is the perfect moment to strike. He’s pushing for a declassified board (meaning annual elections for everyone) and a leadership team that can navigate the shifting sands of the US market.

Whether the current board will play nice or double down on their own strategy remains the most watched showdown in the luxury activewear space.