Lululemon Athletica founder, Chip Wilson, has escalated his campaign to reshape the company's leadership and strategy. Wilson, who remains one of Lulu's largest shareholders, has called for major changes to the company’s board of directors and leadership structure. He argues that the company has lost its way and requires immediate leadership changes to restore creativity and innovation. Wilson also criticizes the current strategy and the board's handling of CEO succession. He proposes declassifying the board, requiring all directors to stand for election every year rather than serve staggered terms. Despite leaving the board in 2015 to focus on other ventures, Wilson has continued to criticise the company for its strategy, product quality, and executive leadership.