Lululemon Athletica Inc. is making a major marketing shift, betting on a high-profile roster of athletes to help pull the yogawear brand out of a sales slump and expand beyond its roots in downward-facing dog.

While the brand has done little traditional sports advertising on its path to surpassing €10 billion in sales, it is now appearing on major athletic stages. American tennis star Frances Tiafoe is wearing Lululemon apparel at the US Open, and golfer Max Homa sports the brand’s gear on the PGA Tour. In a sign of broader ambitions, Lululemon has also signed seven-time Formula 1 champion Lewis Hamilton as a brand ambassador.

“We’ve had a very big year of bringing on additional athletes, and we are now in real development,” said Nikki Neuburger, Lululemon’s chief marketing officer, i

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