lululemon names new PR director for APAC

Athleisure apparel brand lululemon has appointed Wendy Pang (pictured) as director of communications and PR for the APAC region. Pang joins from Prudential Hong Kong where she spent over seven years, last holding the role of director of corporate affairs for over two and a half years. She will also be based out of Hong Kong. 

At Prudential, she also held roles such as director of digital content strategy and corporate social responsibility and director of corporate communications and corporate social responsibility. Prior to working with Prudential, she was with Starbucks Coffee as senior manager for Public Affairs, where she spent six years. She first started her career in adland with senior consultant of Ogilvy PR.

Last month, the brand launched its fully integrated global advertising campaign titled “FEEL”. Launched on 17 August across Asia, the campaign is built on the brand’s long-standing belief that “the better you feel, the better you’ll perform”. The campaign was done in collaboration with Droga5 and will run until the end of September in Asia.

The campaign aims to introduce lululemon to new audiences with a radically fresh and timely point of view that reshapes the cultural conversation around wellbeing. Lululemon is also making a conscious shift to grow beyond its core consumers and resonate more with its growing men’s community, international markets, and younger Gen Z target audiences. 

In Asia Pacific, the brand is working with celebrity ambassadors in China, including Hong Kong-American actress Celina Lu and former NBA and Chinese Basketball Association star Stephon Marbury. On a global level, it is collaborating with celebrity fitness trainer Akin Akman, meditation instructor Manoj Dias, American snowboarder Hailey Langland, actress-turned fitness instructor Deja Riley and British fitness coach Joe Wicks. 

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