Once rivals, now partners: Peloton and Lululemon to collaborate on connected fitness and apparel

Interactive fitness company Peloton and athletic wear maker Lululemon have announced a five-year partnership, effectively closing the curtain on Lululemon’s recently acquired connected fitness device, Mirror. Peloton steps in to become the exclusive digital fitness content provider for Lululemon, which in turn becomes the primary athletic apparel partner to New York-based Peloton, the companies said Wednesday. Lululemon bought Mirror in 2020 just months into the COVID-19 pandemic in an attempt to take business from Peloton, which boomed as people were forced to exercise at home. But Lululemon's foray into the connected fitness arena was short-lived.