Following the COVID-19 pandemic, the global economy faced a challenging recovery, which was further disrupted by the introduction of new U.S. tariff policies in 2025. These sudden tariff hikes substantially impacted premium sportswear brands including Lululemon, Alo Yoga, and Vuori whose operations and supply chains are deeply connected to heavily taxed regions. This study investigates how these leading brands developed and executed strategic responses to navigate heightened economic uncertainty, with a particular focus on their adaptations to tariff-related pressures.
Adopting a comparative case study approach, this research draws on secondary data sources to analyze the business models and strategic patterns of Lululemon, Alo Yoga, and Vuori during the economic downturn. The findings reveal that while these brands share certain adaptive strategies such as intensifying innovation, diversifying supply chains, and deepening customer engagement, they also demonstrate distinctive approaches rooted in their unique brand identities and operational footprints.
This thesis contributes to the understanding of resilience and competitive strategy within the premium activewear sector, particularly in the context of global economic volatility and trade barriers.

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