The practice of yoga in America has experienced a decline since 2023, with a decrease of 1.8% from the previous year according to Statista data. In response to this trend, popular yoga brand Manduka is working on new strategies to attract more participants. Manduka’s CEO Pamela Levine is leading a new brand-building effort that involves partnering with the world of surfing to connect with new audiences. This collaboration aims to appeal to surfers who value physical activity, mindfulness, balance, and inner peace.
To bridge the gap between yoga and surfing, Manduka teamed up with surfing legend Gerry Lopez to create a special line of yoga mats called the Manduka x Gerry Lopez collection. Lopez, also known as “Mr. Pipeline,” brings his deep connection to both surfing and yoga to this partnership. The collaboration was officially launched on April 4th at the Jack’s Surfboard Pro event in Huntington Beach, California, where a yoga session led by Lopez introduced surfers to Manduka’s products and the benefits of yoga practice.
The approach taken by Manduka in enlisting a well-known athlete like Gerry Lopez as a brand ambassador is a common strategy used by other retailers to reach a new customer demographic. Brands such as Venus Williams x CorePower Yoga and Athleta have successfully leveraged partnerships with notable athletes to enhance their brand image and connect with audiences. According to Michelle Wiles, CEO of Embedded Brand Strategy, the real value of these ambassadorships lies in the positive perception they build with consumers, rather than just the reach and followers of the athlete.
By aligning themselves with Lopez, who embodies the spirit of both surfing and yoga, Manduka aims to create a natural synergy between the two disciplines that celebrate mindfulness and flow. The collaboration is seen as a way to introduce yoga to a new audience of surfers and encourage them to integrate the practice into their daily routines. Looking ahead, Manduka plans to explore partnerships with other sports to promote the universal benefits of yoga for athletes in all disciplines. CEO Pamela Levine emphasizes the importance of yoga in today’s world, stating that now more than ever, the world needs this practice.
