lululemon's ABC's of Marketing: Keeping the Family Jewels Safe

While lululemon left little to the imagination with its see-through yoga pants crisis two years ago, the active wear chain has applied much imagination to its menswear, which could create renewed energy. To be specific, lululemon athletica is directing our focus to an entirely different part of the anatomy. Its ABC pants, which stands for (apologies) anti-ball crushing, are hoped to make headway in what lulu sees as a $1 billion opportunity: men's clothing.