Lululemon Athletica disclosed that its founder Chip Wilson has served as an advisor to competing athletic apparel brands Alo Yoga and Vuori, according to a company statement.

The revelation comes as the athletic wear market has become increasingly competitive, with newer brands like Alo and Vuori challenging established players like Lululemon for market share in the premium activewear segment.

Wilson founded Lululemon in 1998 and built it into a dominant force in the yoga and athletic wear market before stepping back from day-to-day operations. The company has grown into a multi-billion dollar retailer known for its premium-priced leggings and athletic apparel.

Alo Yoga, founded in 2007, has gained popularity particularly among younger consumers and social media influencers. Vuori, established in 2015, focuses on men's and women's athletic and lifestyle clothing with an emphasis on versatile pieces that transition from workout to casual wear.

The disclosure highlights the interconnected nature of the athletic apparel industry, where founders and executives often move between competing companies or maintain relationships across brand boundaries. Wilson's involvement with competitors could provide those brands with insights into Lululemon's successful business model and market approach.