Clue 1 · The Basics
A consumer discretionary company listed on Nasdaq, headquartered in Canada, with a massive and loyal following in the United States.
Clue 2 · The Numbers
Annual revenue around $10 billion with a market cap that has at times topped $50 billion — remarkable for a company that sells essentially one category of clothing.
Clue 3 · The History
Founded in 1998 in Vancouver by a entrepreneur who taught yoga, opened its first standalone store in 2000, and went public on Nasdaq in 2007.
Clue 4 · The Secret
It built a cult following by training in-store educators instead of salespeople, and seeding products through local yoga instructors who wore the gear for free.
Clue 5 · The Lore
A 2013 recall of see-through pants caused a PR crisis, and the founder made it worse by suggesting the problem was women's bodies — he was out as chairman shortly after.
Clue 6 · The Giveaway
If your yoga pants cost $130, have an Align waistband, and come with a small inside pocket, you already know exactly who made them.