Taylor's University sports co-branded styles with lululemon

Taylor’s, the private university and college in Subang Jaya, has collaborated with global athletic apparel brand lululemon to create a co-branded athletic collection. The release comprises tops, bottoms, pullovers, hoodies, accessories, and bottles that can be personalised with laser engraving. 

The collection’s activation saw Taylor’s Lakeside Campus coming to life with a community run starting at 7 am on a Monday, and a lakeside yoga session after that led by a lululemon ambassador. 

Called “MOVE · STRETCH · RESET,” the experience brought together students, staff and alumni to encourage wellbeing, connection, and a sense of belonging across Taylor’s. Close to 200 participants were involved in the activation. 

"We want to work with brands that are relevant to our community and create experiences people genuinely want to be part of," said Caydence Low, senior director, communications and external relations at Taylor's Education Group, to A+M. "This collaboration with lululemon has been about five months in the making, from our initial conversations to bringing it to life."

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The lululemon merchandise is available exclusively to the Taylor’s community through the Taylor’s Merchandise Shop. 

According to a representative from Taylor’s, the products will only be available for while stocks last. The pop-up lululemon booth will be at Taylor’s Lakeside Campus for the week. 

According to the institution, the collection goes beyond merchandise and offers the Taylor’s community a “contemporary expression of belonging and pride through pieces that can be worn and carried beyond campus”.

“Globally, collaborations between universities and lifestyle and sports brands have become one way for institutions to strengthen their identity and deepen connections with their communities,” added the institution in a release seen by A+M. 

“For Taylor’s, this collaboration brings together movement, wellness, and contemporary lifestyle, while creating another touchpoint through which students, staff and alumni can express their connection to Taylor’s.” 

Low added, "The idea came from us thinking more intentionally about how people experience Taylor’s beyond the classroom and workplace. Today, Taylor’s Education Group has more than 4,000 staff serving close to 40,000 students across 4 countries, so there’s a real opportunity to build a stronger sense of community and belonging."

Particularly, lululemon co-branded campus collections are well established in North America. It even has a Campus Program page, although it states that the brand isn't currently onboarding new schools.

Tie-ups between lululemon and a Malaysian campus, however, has not been reported prior to Taylor’s. 

Present at the event was Dato' Loy Teik Ngan, the Group Executive Chairman of Taylor's Education Group, who sported lululemon garb himself. There were also alumni present such as Patrick Sim, the group CEO of Secret Recipe, sports entrepreneur Eisha Izaddeen, Shahmalarani Chandran, a national karate athlete and Asian Games champion.

Early this year, lululemon appointed Roy Lan as regional head of marketing for Southeast Asia in January, based in Singapore. A+M reported that he leads the brand and community function across the region, overseeing regional and local campaigns, community and cultural initiatives, and omni-channel storytelling across digital, social, PR, retail and experiential touchpoints. 

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