Lululemon has announced the appointment of Michael Aragon as CEO of MIRROR and lululemon Digital Fitness.
In his new role, Aragon will oversee the development and expansion efforts for MIRROR in-home digital platform and will report directly to Calvin McDonald, CEO of Lululemon.
“Mike Aragon has an impressive track record of building successful brands by connecting people and building communities through digital content and experiences,” said McDonald.
“He is the ideal leader to chart the path forward for MIRROR as we engage with the more than 10 million lululemon guests who live the sweat life.”
Prior to joining Lululemon, Aragon served for five years as chief content officer at live-streaming service, Twitch. During this time there, Twitch witnessed a tremendous increase in the number of creators using the platform, going from 1 million to 8 million. Additionally, Twitch expanded into new content segments beyond gaming, which ultimately led to a significant increase in the number of hours viewers spent watching video streams on the platform.
Before Twitch, Aragon served as general manager, VRV at Ellation, Inc. Aragon also has spent more than a decade with the Sony Group Corporation, where he expanded the PlayStation Network beyond gaming and managed the digital, music and original content services in 30+ countries.
The appointment comes on the heels of Lululemon’s legal battle with Nike. Nike sued the athleisure brand claiming that the apparel maker’s at-home Mirror fitness device and its mobile application infringe the company’s patents for digital home exercise equipment.
Aragon’s new role will become effective on January 17, 2022.