Athletic apparel, footwear and accessories company Lululemon Athletica is making strategic organisational changes and implementing a more integrated structure. 

The restructure aims to support its growth plans, accelerate product innovation and drive its go-to-market strategies. 

The move coincides with the departure of chief product officer Sun Choe, who will leave the company to pursue another opportunity.  

The company has decided not to replace the chief product officer role. 

With more than three decades of experience in senior creative roles, Jonathan Cheung was appointed global creative director and will lead the product design and innovation roadmap.  

This includes overseeing design, innovation, and product development. 

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He will now report directly to CEO Calvin McDonald.  

lululemon athletica plans to create a new team to scale lululemon’s global and regional go-to-market strategies, combining leaders from merchandising and brand functions. 

Nikki Neuburger has been appointed chief brand and product activation officer, adding merchandising, footwear and product operations to her portfolio. 

Elizabeth Binder, chief merchandising officer, will report to Neuburger. 

Calvin McDonald said: “We are grateful for Sun’s many contributions to the company over the past seven years, and she leaves us as a stronger, product-led organisation with dynamic leaders ready to take us forward. 

“Looking ahead, I am confident in the strength of our design, merchandising, and brand teams, and excited by how the new structure will enable us to solve the unmet needs of our guests in a more efficient, unique and powerful way.” 

In May 2024 the Competition Bureau Canada initiated an investigation into lululemon athletica, following greenwashing allegations by non-profit advocacy organisation