Lululemon brought the wrong drum to an activation. It’s the latest brand to fumble as it looks to China for growth

The athletic apparel retailer has issued an apology after a promotional event was called out on Weibo—and then around the world.

When done right, brand activations can bring real-life awareness and connect a company with its customers. When done poorly, they can turn sour quickly, bringing the opposite effect to a brand—as activewear giant Lululemon recently discovered.