lululemon advertising spend, FY2026
lululemon (LULU) reported $618M of advertising expense for the fiscal year ended Feb 1, 2026. That is 5.6% of revenue of $11.1B. Up 14.0% from FY2025.
Key facts
- Ad spend is 2.9x its FY2021 level ($216M), faster than revenue (2.5x).
- FY2026 is the highest year on file, going back to FY2021.
- Largest increase +37.7% in FY2022.
- Ad spend has risen 5 years in a row.
- Ad spend is 5.6% of revenue, up from 4.9% in FY2021.
- lululemon spends more on advertising than 67% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is close to the median of 5.2%.
Ad spend by fiscal year
Ad spend as % of revenue
History
Download CSV| Fiscal year | Period end | Ad spend | YoY | Revenue | Ad / revenue | Tag | Filing |
|---|---|---|---|---|---|---|---|
| FY2026 | Feb 1, 2026 | $618M | +14.0% | $11.1B | 5.6% | AdvertisingExpense | 10-K Mar 17, 2026 |
| FY2025 | Feb 2, 2025 | $541M | +26.0% | $10.6B | 5.1% | AdvertisingExpense | 10-K Mar 17, 2026 |
| FY2024 | Jan 28, 2024 | $430M | +30.8% | $9.6B | 4.5% | AdvertisingExpense | 10-K Mar 17, 2026 |
| FY2023 | Jan 29, 2023 | $329M | +10.5% | $8.1B | 4.1% | AdvertisingExpense | 10-K Mar 27, 2025 |
| FY2022 | Jan 30, 2022 | $298M | +37.7% | $6.3B | 4.8% | AdvertisingExpense | 10-K Mar 21, 2024 |
| FY2021 | Jan 31, 2021 | $216M | n/a | $4.4B | 4.9% | AdvertisingExpense | 10-K Mar 28, 2023 |
What the figure is
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Compared with similar spenders
The 6 companies closest to lululemon in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 106 | Ralph Lauren | $635M | 7.8% | +22.9% | FY2026 |
| 107 | SharkNinja | $633M | 9.9% | +8.1% | FY2025 |
| 108 | Keurig Dr Pepper | $629M | 3.8% | -4.3% | FY2025 |
| 109 | Norwegian Cruise Line | $622M | 6.3% | +21.1% | FY2025 |
| 110 | lululemon | $618M | 5.6% | +14.0% | FY2026 |
| 111 | Hershey | $612M | 5.2% | +2.0% | FY2025 |
| 112 | Intel | $610M | 1.2% | -28.7% | FY2025 |
Full ranking of 336 companies · Biggest increases #97 · Up 5+ years in a row #50
Questions
How much does lululemon spend on advertising?
lululemon spent $618M on advertising in fiscal 2026, the year ended Feb 1, 2026, according to its 10-K filed Mar 17, 2026.
What percentage of revenue does lululemon spend on advertising?
5.6% of revenue in fiscal 2026 ($618M of $11.1B). The median across the 336 companies tracked is 5.2%.
Is lululemon spending more on advertising?
Yes. Ad spend rose 14.0% in fiscal 2026 from fiscal 2025. It has risen 5 years in a row.
How does lululemon rank by advertising spend?
#110 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does lululemon's advertising figure include?
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Source
- Filing
- 10-K for FY2026, filed Mar 17, 2026
- Accession number
0001397187-26-000020- Company
- lululemon athletica inc., CIK 1397187, SIC 2300 (Apparel & Other Finishd Prods of Fabrics & Similar Matl)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- lululemon advertising spend, FY2021-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 17, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/lululemon-athletica/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies