Lululemon Australia and New Zealand and Movember have announced a three-year partnership which sees Lululemon become an official major partner of the men's health charity.
This year's Movember - which finishes in 10 days - has seen Lululemon encourage its customers to set a goal to run or walk 60km to 'make a move for men's health.'
According to statistics from Beyond Blue, in 2018, the rate of suicide in males was three times higher than females.
Of the 3,046 suicide deaths across Australia in 2018, 76% occurred in males (2,320) and 24% occurred in females (726).
This proportion was also reflected in the Aboriginal and Torres Strait Islander population, where males accounted for 76.3% of all Indigenous suicide deaths.
Speaking on the long-term partnership, Lululemon ANZ MD Paul Tinkler said that the business is thrilled to support the organisation in an official capacity.
"We've been connected to the Movember team for years and have been inspired by their work in the men’s wellbeing space, so we’re excited to collaborate in a more official capacity and amplify the message within our communities.
"This partnership is about broadening our reach and supporting more people in their wellbeing journey," he said.
Developing the partnership further over the next three years, the two organisations are set to co-create initiatives and experiences that will enable communities to support the Movember cause across Lululemon’s store and ambassador network.
According to the businesses, this includes the potential to develop a Lululemon and Movember men’s product capsule in 2021.
Movember ANZ country director Rachel Carr added that the partnership will allow Movember to rapidly expand its reach to more people.
"We are so thrilled to announce Movember will be working closely with the team at Lululemon over the next three years.
"What is so exciting about this collaboration, is that it allows us to reach more men, more quickly with mental health tools and resources that will really make a difference.
"There are currently millions of Aussie men grappling with the uncertainty, anxiety, financial stress and job insecurity that go hand-in-hand with a pandemic.
"While it makes our work in mental health more important than ever, we can’t do it alone.
"Having this kind of sustained and ongoing support from Lululemon will prove invaluable as we work together to deliver the kind of programs, information and awareness year-round that will help our community weather this storm and beyond," she said.
Movember is dedicated to changing the face of men’s health by raising funds and awareness for issues including men's mental health and suicide prevention, prostate cancer and testicular cancer.