Lululemon Viral TikTok Song - New And Innovative Lululemon Marketing Strategy?

Lululemon is trending unintentionally, all thanks to a new viral song. Is this a Lululemon Marketing win?

Lululemon is one of the most popular athleisure brands on TikTok and Instagram, especially with the growth of activewear and wellness content in 2025.

Surely it’s because of its trendy look, quality materials, and consistent social influence, right? 

That’s how Lululemon Marketing has been strategized, but in recent months, the brand has received major traction across new audiences.

The “Lululemon” Song that’s Breaking the Internet

If you’ve been active on TikTok recently,  you might’ve heard the viral Lululemon song, with many creators lip syncing and dancing to the insanely catchy verse that mentions the iconic brand.

The song, “WHIM WHAMIEE” by Big Pluto ft. YK Niece makes a cheeky reference to Lululemon because they knew it’d be catchy. Not only was the bar catchy, but it was the catalyst to her new virality as an up-and-coming female rapper from Atlanta. 

Dubbed the “Lululemon Song” on socials, Big Pluto used the brand as an advantage in her marketing. In her performance video, she sports a black Lululemon set, just like her supporters in their TikTok videos.

If you search “Lululemon” on TikTok, the first suggestion is “Lululemon” song. The audio currently has 256.8K posts under it, not including the reuploaded audios by other creators. The song is doing NUMBERS on TikTok with how much it's trending, which is great for Lululemon Marketing.

Mixed Reception

With all the free promotion Lululemon is getting, you’d assume this exposure would be well-received? Well, it turns out, some people aren’t happy with the “shift” in Lululemon’s image.

The brand prides itself on being “exclusive,” which is INSANE to hear in 2025. Don’t believe it? Here’s a direct quote from the CEO of Lululemon.

 “You’ve got to be clear that you don’t want certain customers coming in”. 

Whether he was against the rise of body inclusivity or intended to target primarily upper-middle-class women and those with active lifestyles, one thing is for certain: EVERYONE is wearing Lululemon.

The niche demographic has shifted, largely due to the unintentional marketing created by the TikTok viral “Lululemon” song.

Despite its high cost to the average consumer, their products are becoming increasingly normalized to buy. It’s wild that back in 2024, a viral audio/trend on TikTok showed people walking into Lululemon, only to immediately walk out after glancing at the hefty price tags.

The song is rather RAUNCHY, which may explain the uproar. The brand has an aesthetic, athleisure image that doesn’t mesh well with the provocative rap song. It has been referred to as the “Ghettofication of Lululemon,” which has stirred mass controversy on TikTok as a highly insensitive and blatantly disrespectful take. 

Lululemon’s Current Marketing Strategy

A major reason why Lululemon Marketing is consistently viral is because of its large social presence. With the rise of the clean girl aesthetic, lots of people incorporate Lululemon pieces in their videos. You will find creators wearing their jackets, leggings, bags, etc. 

Essentially, Lululemon earns a lot of free marketing through brand loyalty and appreciation. Not only that, but the brand has a huge affiliate program which rewards content creators 7% of profits when referring new customers. 

This just further incentivizes creators and consumers, which in turn, boosts sales organically. Lululemon Marketing is never short of virality with its consistent social branding.

Another marketing tactic is their emphasis on community engagement. Whether that be hosting yoga classes, wellness seminars, fitness meetups, etc., a strong sense of community earns Lululemon a respected reputation. In turn, attendees become brand advocates and grow the community further. 

With such widespread exposure, they’ve become a household name. People were quick to hop onto the “Lululemon” song, considering how trendy the brand is. 

Collaboration Opportunity

While Lululemon has yet to respond or acknowledge the TikTok viral audio, their marketing is through the roof, without it costing them a DIME. The publicity is mostly positive, so if the brand decided to deviate from its “exclusive” image and appeal to a larger, diverse demographic, they could potentially capitalize on the virality. 

Here are some potential collaboration ideas that might broaden reach to Lululemon Song TikTok fans:

• Featuring the song in their next campaign ad
• Sponsor/Feature Big Pluto for promotions
• Team up with Big Pluto to start a hashtag for a chance to be featured or win Lululemon apparel, gift cards, etc.
• Release a limited-edition collection with Big Pluto

Some alternative ideas for Lululemon to take advantage of their larger, newer consumer base:

• Emphasis on sustainability through transparency of materials and work conditions from its manufacturers
• Expanding on their ambassador program to target college campuses with pop-up events and giveaways
• Create more inclusive sizing, launching plus-size options and/or collections
• Crossover collaborations with other major brands 
• Encourage open interaction in the design process, allowing people to vote on potential new apparel

Ultimately, Lululemon Marketing already has a powerful strategy in 2025, so besides boosting sales, this could be an opportunity to become more inclusive and grow from their past.

Lululemon Going Forward

The consensus of the general public largely sways people. Viewers will buy products if they see content creators promoting them. Trends come and go, but Lululemon has earned its reputation. 

The popularity of the “Lululemon” song was the perfect gateway to introducing a wider consumer base to the brand. Whether they support it or not, sales are increasing and brand awareness is at record highs. From a business standpoint, this is a brand’s DREAM to achieve such brand authority in the market.

People can’t get enough, and that’s something only a select few brands can accomplish. Whether this is Lululemon Marketing genius or unintentional marketing from the TikTok viral song, Lululemon is making major moves in 2025.

Undoubtedly, the “Lululemon” song is truly the unofficial anthem for Lululemon.

✍️ Written by Sophia Iderkou