Vuori sold everywhere its buyers already shopped.
Wholesale for discovery, stores that host yoga classes, community influencers first, and a fixed-budget TV test.
BLOOM10X did not work with Vuori. This breakdown uses public sources only, linked below.
- 2015Launches with a pop-up in Encinitas, Calif.
- 2018Revenue grows 180%
- 2020Five stores, about 700 specialty retailers
- 2021$400M from SoftBank at a $4B valuation
- Nov 2024$825M at $5.5B, about 75 stores
- Nov 2026147 stores on its locator
Stores grew faster than the valuation.
Five plays behind the growth.
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Use wholesale as a discovery channel
By 2020 Vuori sold through REI, Nordstrom, Equinox and about 700 independent specialty stores while calling e-commerce its most important channel (Business Insider, Dec 2020). Kudla picks partners by how they display and tell the story.
Copy this: pick two or three stores your buyer already trusts and agree how your product is shown before you sign, not after.
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Seed community influencers, then sign ambassadors
Kudla called getting product to community influencers Vuori’s “number one strategy” from day one (Business Insider). Surfer Rob Machado became its first ambassador in 2020; actor Tom Holland joined in April 2026 (Vuori’s YouTube).
Copy this: seed local instructors and coaches before you pay anyone famous. They wear it where your buyers train.
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Open stores that run classes
Vuori opened a pop-up in Encinitas in 2015 and held 50+ community events through three California stores in 2019 (Retail TouchPoints, Jul 2019). Its locator now lists 147 stores and invites visitors to “take a yoga class” (vuoriclothing.com).
Copy this: host one free class or run club a month at a partner gym and bring a rack.
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Test TV with a fixed budget
In late 2020 Vuori ran its first TV test: $150,000 over four weeks, five to six in-house creatives across linear and streaming, and TV stayed on after the test. These figures come only from the TV ad vendor that ran it; no results were published (Tatari, undated).
Copy this: cap a first streaming TV test at a budget you can lose, run several cuts, and judge it on lift in branded search and site traffic.
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Give away the workout
Vuori’s YouTube runs free classes with trainer Kirsty Godso and its own studio coaches. One 30-minute strength class has 764,210 views (Vuori’s YouTube, Jan 2026).
Copy this: film one useful routine in your product each month; the clips double as ads.
Four ways in, one brand.
Store count
Channel map
“Nordstrom and REI can be a place of discovery for a lot of individuals.”
Where the money went.
The best-selling jogger, pinned.
- 1$110 and 4,104 reviewsPrice and review count sit above the photo, before any scrolling.
- 2Nine colorsShown as swatches before the size picker.
- 3“Runs True to Size”A fit note drawn from customer reviews, placed right above the sizes.
- 4What’s My Size?A size helper sits next to the size guide.
- 5Regular or LongA second length option on the same pant.
- 64 payments of $27.50Pay-in-four for a $110 pair of pants.
- 7Free shipping over $75A single $110 jogger clears the line.
- 8“Love it or send it back”Free returns, branded with its Investment in Happiness name.
Mostly product ads, few creators.
“Find your next go-to outfit”
One line of copy, a model on a plain wall, the product name and price as the headline. The same format repeats across T-shirts, shorts and hoodies.
See the ad →“Free Shipping $75+ Free Returns”
The offer is the headline, on a gift-guide image with no body copy. Three ads share this creative.
See the ad →A creator’s beach run
Run as “Sienna Mae Gomez with Vuori,” a travel post tagged #vuoripartner. The only partnership ad in the first 28 results.
See the ad →“The Secret To Looking Put-Together In Activewear”
Run by a third-party page called trueself, under the headline “The Best Vuori Men’s Styles For Efficient Workouts.”
See the ad →How a Vuori product ad is built.
- 1The copyComfort and versatility, never a discount: “where performance meets comfort.”
- 2The imageStudio shots that look like the product page, so the click feels continuous.
- 3The headline“Tuvalu T-Shirt | Black” with the price under it.
- 4The landingStraight to that product, where free shipping and returns close the gap.
Our wireframe, from Vuori ads in the Meta Ad Library on Nov 10, 2026. Not a copy of any one ad.
Films, ambassadors and free classes.
“From the very beginning, our number one strategy was to get our product in the hands of community influencers.”
Read it with three caveats.
- Stores take capital. Vuori raised $400M in 2021 before most of its 147 stores opened; the $825M in 2024 bought existing shares (a secondary tender).
- Wholesale doubles the calendar. Kudla says selling to retailers and direct means running “almost two different commercial calendars” (Retail TouchPoints, Jul 2019).
- The TV numbers are the vendor’s. Budget and process are public; sales results are not.
- What we’d change: run more trainer and ambassador content as partnership ads. One of the first 28 ads we saw was a creator ad.
Six moves for a $1M–$10M brand.
- Seed product to local instructors and coaches. Creator seeding
- Run their posts as partnership ads. Partnership ads guide
- Test streaming TV with a fixed, losable budget. CTV advertising
- Put fit help and free returns in the buy box. Conversion
- Set free shipping just under one item’s price. Raise AOV
- Price wholesale so your margin survives it. Margin calculator
Where every number comes from.
- Bryan Wassel, “How Vuori Balances DTC, Wholesale And Brick-And-Mortar Amid Triple-Digit Growth,” Retail TouchPoints, Jul 16, 2019. retailtouchpoints.com
- Madeline Stone, “Vuori CEO Joe Kudla reveals how the activewear brand nearly tripled its revenue last year, despite the pandemic,” Business Insider, Dec 15, 2020. businessinsider.com
- “Vuori Announces $825 Million Investment Led by General Atlantic and Stripes,” press release, General Atlantic, Nov 8, 2024. generalatlantic.com
- Tiffany Montgomery, “Vuori Valued at $5.5 Billion in New Round of Investment,” Shop Eat Surf, Nov 10, 2024. shop-eat-surf-outdoor.com
- “How Vuori Used TV to Accelerate Full Funnel Growth,” Tatari case study, undated. Vendor source: Tatari sells the TV buying it describes. tatari.tv
- Vuori, store locator and Ponto Performance Jogger product page, viewed Nov 10, 2026. vuoriclothing.com
- Vuori, official YouTube channel (@Vuoriclothing), videos dated Jan–Sep 2026, view counts Nov 10, 2026. youtube.com
- Meta Ad Library, active US ads matching “vuoriclothing.com,” viewed Nov 10, 2026. facebook.com/ads/library
