Yoga apparel maker Lululemon has a distinct ability to take potentially negative PR and spinning it into a positive.
First, there was the whole pants-are-too-sheer issue back in March, followed by some textbook PR crisis management
Now, the company’s CEO, Christine Day, has decided to step down (it has nothing to do with the sheer pants issue
). But instead of making it boo-hoo news and bemoaning the loss of its leader (who has served as chief executive since December 2010), Lululemon has gone on the positive-PR offensive.
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Its tactic? A cleverly written and funny job posting for CEO. The ad starts with the description:
“You report to no one, you are the CEO (duh). You are passionate about doing chief executive officer type stuff like making decisions, having a vision and being the head boss person.”
It also lists qualifications such as:
- You are disciplined, focused and can hold headstand for at least 10 minutes
- You’re a long-term thinker. You already have a plan to bring yoga and luon to Mars by 2018
- You voted for Pedro
- You have Chip Wilson, Bill Clinton, Ellen DeGeneres and Oprah Winfrey on speed dial
Finally, the qualified CEO must “own yoga.”