When 173 bankers, traders and analysts convene at Columbia University Sunday for the fifth annual Wall Street Decathlon, the mostly male participants will be wearing Lululemon Athletica shirts and shorts.
It’s all part of Lululemon’s effort to persuade American men to wear a brand long associated with women. The company, which is providing uniforms to decathlon participants, is adding more gear for guys and plans to open stand-alone men’s stores in 2016. It’s also moving beyond yoga into such sports as golf and running.
The event last year raised more than $1.2 million for the Memorial Sloan-Kettering Cancer Center.