American engagement in yoga has seen a decline since 2023, with a 1.8% decrease in the number of participants from the previous year. To counteract this trend, brands like Manduka are strategizing to attract new audiences and revitalize interest in the practice. CEO Pamela Levine is spearheading Manduka’s latest brand-building effort, which involves a unique partnership aimed at connecting with surfers who value mindfulness, balance, and inner peace.
This new collaboration with surfing legend Gerry Lopez resulted in the creation of the Manduka x Gerry Lopez collection of yoga mats, which launched on April 4th. Lopez, known as “Mr. Pipeline,” brings his deep-rooted connection to both surfing and yoga to this partnership. The goal is to introduce Manduka to a new audience of surfers by showcasing the transformative power of yoga through Lopez-led sessions at surfing events like Jack’s Surfboard Pro in Huntington Beach, California.
Manduka’s strategy of enlisting well-known athletes as brand ambassadors is a common tactic used by retailers to reach and connect with different customer demographics. Similar approaches have been seen in collaborations like Venus Williams x CorePower Yoga and Athleta’s partnership with ballerina Simone Biles. By aligning with athletes who embody the values of mindfulness and flow, Manduka aims to build a positive perception with audiences and encourage more people to integrate yoga into their daily routines.
Michelle Wiles, CEO of Embedded Brand Strategy, emphasizes the value of these ambassadorships in building associations and perceptions with consumers. While the reach and social proof associated with celebrity endorsements are important, the true impact lies in the connections and trust established through these partnerships. In Manduka’s case, the collaboration with Gerry Lopez and the community-building events aimed at first-time yogis are crucial steps towards the brand’s goal of increasing engagement with yoga.
Looking ahead, Manduka plans to expand its partnerships with other sports to promote the universal benefits of yoga for athletes in various disciplines. CEO Pamela Levine believes that now, more than ever, the world needs yoga and the harmonious connection it fosters between mind, body, and spirit. By continuing to align with well-known athletes and creating opportunities for hands-on experiences with yoga, Manduka aims to inspire more people to embrace the practice and reap its physical and mental rewards.
