World Surf League (WSL) has added athletic apparel retailer Lululemon as title sponsor of the final event of its women’s championship tour season.
As well as assuming the title sponsorship for the season finale, it will provide additional athlete preparation and recovery zones for the competing surfers.
Lululemon will also support the WSL’s ‘Rising Tide’s programme. This provides young local surfers with the opportunity to surf and interact with the professional competitors at each Championship Tour stop.
The concluding event of the 2019 tour takes place between November 25 and December 6 at Honolua Bay, Maui. It will decide the winner of this year’s championship.
The Lulemon brand has been on the rise in recent years. In 2018, it generated $3.3bn (€2.9bn) in sales and was named as the second-fastest rising brand across all categories in BRandZ’s Top 100 most valuable brands in 2019.
In 2019, the Canadian company revealed its ‘Power of Three’ expansion plan, which focused on developing in three markets: menswear, digital and international.
The brand is supported by notable brand ambassadors, including NFL quarterback Nick Foles and professional surfer Malia Manuel, who will compete in the Honolua event.