Let me tell you a story about a blog and its author’s blogging identity crisis. (Spoiler alert: it’s me.)

In just a few short weeks, this here luon-clad corner of the internet turns TWO! I am supremely grateful for those of you who have come (and stayed) along for the ride this far. Some of you may recall that I published a post back in November about redefining ‘the Box’, because in recent months I had been struggling with reconciling the blog’s content with its two original namesakes, lululemon & the CrossFit box.

My November post expressed an intent to incorporate more variety into my content, but with the blatant reference to lululemon & CF remaining in big letters on top of the page, I’ve still shied away from writing posts that don’t necessarily relate to those two themes, out of concern that I’d be considered ‘off-topic’.

I want to share my new hiking gear, I want to tell you all how much fun can be had when you find yourself with an extra day or two in a scenic corner of the country. Is that lululemon or CrossFit related? No. Do these things make me happy? YES.

So… What Exactly is Going On?

Over time, we grow as humans. Lifestyles and priorities change, and what used to take center stage in your mind (OMG I can’t eat that it’s not paleo) now steps out of the spotlight (eh I should have salad but I want pizza), even though it’s still onstage (fine, pass me the carrot sticks). This next step is simply an evolution of the project I’ve had so much fun sharing with you for the past 2 years.

Therefore, after months of feeling disconnected from my own brand, I have come to the decision to rebrand Lulu & the Box as AthletiKaty. This new moniker refers to my lifelong athletic tendencies and… my name (how original). With the name change, I hope to eliminate the guilt I’ve been feeling about posting outfits, traveling or gear reviews that don’t have anything to do with lululemon & CrossFit.

I held a huge bias towards lululemon when L&TB was established, but there are other brands out there that I now want to share with you. I no longer feel right maintaining a site with such heavily implied favoritism in the name, especially when I’m not quite as enthusiastic about lulu as I once was.

As I mentioned in my attempt to redefine said box, of course I will continue on with 5 Faves & a Dud and WMTM Alerts! The only thing that changes is the name at the top of the page and a sense of freedom for me to share multiple facets of the active young life I live and love, even if it does come with the risk of being labeled “just another generic lifestyle blogger”.

How Does this Affect You?

I’m in the process of tinkering on the back end so that if you (or your bookmarks) still direct to luluandthebox.com out of habit, you will automatically be redirected to athletikaty.com.

The existing accounts for L&TB on Twitter & Instagram have changed over to @athletikaty. Facebook is a bit more of a time-consuming process, but that change is also in the works.

To keep on following along, you don’t have to do a single thing, except keep on reading along and continuing to contribute your thoughts, idea and sale finds in the comments section, just like you always have.

I appreciate your patience while I get the kinks out of manually updating links, etc. As always, THANK YOU for your continued readership and support. 🙂 <3