Levi's vs lululemon

State fairs become new pop-up destination for brands like E.l.f.

The article reports on a growing trend of national brands using state fairs as venues for pop-up activations and sponsorships. E.l.f. Beauty held a successful pickle-themed pop-up at the Minnesota State Fair, attracting nearly 64,000 visitors and over 200 influencers. The brand will next sponsor the State Fair of Texas, alongside Levi's, which is creating custom jeans for the fair's mascot, Big Tex. Sponsorship leads explain that state fairs draw diverse, large audiences and offer opportunities for influencer marketing and social media campaigns. The State Fair of Texas attracts 2.3-2.5 million visitors annually. The piece highlights how fair sponsorships have evolved from simple signage to complex, multi-channel brand experiences.

• E.l.f. Beauty's pickle-themed pop-up at the Minnesota State Fair attracted nearly 64,000 attendees over four days.
• E.l.f. will sponsor the State Fair of Texas alongside brands like Coca-Cola and Lucchese.
• Levi's will create custom jeans for the State Fair of Texas mascot, Big Tex.

Apple, Nike, Adidas, Coinbase, Levi's Earn Emmy Nods

Six commercial spots from five brands — Apple, Nike, Adidas, Coinbase and Levi’s — received Emmy nominations for Outstanding Commercial, according to an Ad Age article by Tim Nudd published July 9, 2026. The piece notes Levi’s returned to the Super Bowl after more than 20 years with a spot titled “Backstory,” created by TBWA\Chiat\Day LA. The article lists the brands nominated and highlights Levi’s Super Bowl creative return; it does not detail the specific ads for each nominee beyond the Levi’s mention.

• Six spots from five brands were nominated for the Emmy for Outstanding Commercial.
• Brands named as nominees: Apple, Nike, Adidas, Coinbase and Levi’s.
• Levi’s returned to the Super Bowl after more than 20 years with “Backstory” from TBWA\Chiat\Day LA.

Lululemon Q2 Sales Fall, Store Expansion Slowed

Lululemon reported disappointing Q2 results, with net revenue down 4% to $2.4 billion and a 20% decline in its signature leggings sales. The company reduced its store expansion plans to 35 net new stores for 2026, down from the prior 40, and cut full-year revenue guidance. Gross margin expanded due to tariff refunds, but net income dropped 11%. Incoming CEO Heidi O'Neill, a former Nike executive, will face challenges as the company struggles with declining demand for athleisure. Analysts urge a strategic pause in expansion and a refocus on core products.

• Lululemon's Q2 net revenue fell 4% to $2.4 billion.
• Leggings sales plunged 20% in Q2.
• Store expansion reduced to 35 net new locations for 2026.

Lululemon comms chief exits ahead of new CEO start

Lululemon said Chief Communications Officer Bill Chandler will leave the company on Sept. 4 to "pursue other opportunities," a departure that comes days before incoming CEO Heidi O’Neill joins on Sept. 8. Chandler had spent more than seven years at Lululemon, according to his LinkedIn. The exit follows the earlier departure of Chief AI and Technology Officer Ranju Das and has prompted analyst concern about C-suite turnover; BNP Paribas senior analyst Laurent Vasilescu warned there may be further departures. Lululemon said it has "talented teams and leaders in place" and will continue investing in talent during the transition.

• Lululemon Chief Communications Officer Bill Chandler will leave the company on Sept. 4 to "pursue other opportunities."
• Incoming CEO Heidi O'Neill is scheduled to join Lululemon on Sept. 8.
• Bill Chandler spent more than seven years at Lululemon in various communications roles, according to his LinkedIn.

SeaWheeze Half Marathon and Sunset Festival Returns to Vancouver

lululemon announces the return of the SeaWheeze Half Marathon and Sunset Festival to Vancouver on August 14, 2026.