Lululemon founder says brand is 'losing its soul'

Company Performance & Challenges - Lululemon's shares are down 65% from their all-time high [2][9] - The company is on pace for its worst year since 2008 [3] - Chip Wilson suggests Lululemon has lost its soul and visionary direction [5] Strategic Recommendations - Wilson suggests putting product and brand back at the center [1] - Wilson advocates for bringing entrepreneurial ownership back onto the board [1] - Wilson recommends empowering creative leadership over merchants [1] - The company should stop chasing Wall Street at the expense of customers and recommit to the muse [2] Competitive Landscape - Lululemon faces increased competition from established players like Nike and upstarts like Alo [5] - The athleisure category, once new and burgeoning, is now highly competitive [4] Board Composition - Three current board members overlapped with founder Chip Wilson [7] - Six of the ten board members have experience in retail or consumer packaged goods (CPG) [7] - Two of the ten board members are founders of their own companies [7]