What the executives and directors of Lululemon Athletica actually did with their own shares, decoded from three years of SEC Form 4 filings.
The tape: three years of insider trades
Every marker sits at the exact price reported on the Form 4. The line is the monthly median of all prices insiders reported, so the chart needs no market feed; the gray strip is routine flow (vestings, tax withholding, gifts) that headlines love to miscount as selling.
Where the shares went, last 12 months
Every Form 4 movement decomposed: what flowed in (grants, vested equity, purchases) and what flowed out (tax withholding, plan sales, discretionary sales, gifts). Counted in shares, because grants carry no price.
Skin in the game
Directly held shares as reported after each trade, indexed to 100 five years back. Direct holdings only: trust and family-entity positions are per-entity in the filings and do not sum honestly, so this chart refuses to guess. The steps are the trades.
Who holds what
| Insider | Role | Shares held | Buys 12 m | Sales 12 m |
|---|---|---|---|---|
| MCDONALD CALVIN Chief Executive Officer | CEO | 137.6K | — | — |
| MORFITT MARTHA A M | Director | 88.8K | — | — |
| CASEY MARTIN MICHAEL | Director | 58.9K | — | — |
| MAESTRINI ANDRE Pres, CCO & Interim Co-CEO | CEO | 34.6K | $495K | — |
| FRANK MEGHAN CFO & Interim Co-CEO | CEO | 32K | — | $562K |
| MUSSAFER DAVID M | Director | 22.9K | — | — |
| NEUBURGER NICOLE Chief Brand Officer | Officer | 19.1K | — | $210K |
| BURGOYNE CELESTE Pres Americas & Global Guest | Officer | 16.9K | — | $2.8M |
| Bergh Charles V | Director | 12.2K | $1.5M | — |
| McNeill Jon | Director | 10.9K | — | — |
| Das Ranju Chief AI & Technology Officer | Officer | 10.1K | — | — |
| Choe Michelle Sun Chief Product Officer | Officer | 10.1K | — | — |
| White Emily | Director | 9,739 | — | — |
| Henry Kathryn | Director | 7,122 | — | — |
Open-market trade log
| Date | Insider | Type | Shares | Price | Value |
|---|---|---|---|---|---|
| 2026-06-15 | Bergh Charles V (Director) | Open-market buy | 4,275 | $117.05 | $500K |
| 2026-04-08 | NEUBURGER NICOLE (Officer) | Discretionary sale | 622 | $161.00 | $100K |
| 2026-04-01 | MAESTRINI ANDRE (CEO) | Open-market buy | 3,275 | $151.02 | $495K |
| 2026-03-20 | Bergh Charles V (Director) | Open-market buy | 6,090 | $164.20 | $1000K |
| 2025-12-30 | FRANK MEGHAN (CFO) | Discretionary sale | 2,658 | $211.37 | $562K |
| 2025-12-16 | BURGOYNE CELESTE (Officer) | Discretionary sale | 1,906 | $203.48 | $388K |
| 2025-12-16 | BURGOYNE CELESTE (Officer) | Discretionary sale | 11.6K | $204.08 | $2.4M |
| 2025-09-30 | NEUBURGER NICOLE (Officer) | Discretionary sale | 615 | $178.00 | $109K |
| 2025-06-27 | MCDONALD CALVIN (CEO) | Discretionary sale | 5,072 | $236.33 | $1.2M |
| 2025-06-27 | MCDONALD CALVIN (CEO) | Discretionary sale | 22K | $235.54 | $5.2M |
| 2024-12-26 | NEUBURGER NICOLE (Officer) | Discretionary sale | 2,022 | $387.11 | $783K |
| 2024-12-09 | BURGOYNE CELESTE (Officer) | Discretionary sale | 730 | $401.42 | $293K |
| 2024-12-09 | BURGOYNE CELESTE (Officer) | Discretionary sale | 1,173 | $407.51 | $478K |
| 2024-12-09 | BURGOYNE CELESTE (Officer) | Discretionary sale | 1,749 | $400.28 | $700K |
| 2024-12-09 | BURGOYNE CELESTE (Officer) | Discretionary sale | 1,959 | $409.64 | $802K |
| 2024-12-09 | BURGOYNE CELESTE (Officer) | Discretionary sale | 3,235 | $404.46 | $1.3M |
| 2024-12-09 | BURGOYNE CELESTE (Officer) | Discretionary sale | 3,421 | $406.62 | $1.4M |
| 2024-12-09 | BURGOYNE CELESTE (Officer) | Discretionary sale | 3,727 | $402.31 | $1.5M |
| 2024-12-09 | BURGOYNE CELESTE (Officer) | Discretionary sale | 4,278 | $405.73 | $1.7M |
| 2024-12-09 | BURGOYNE CELESTE (Officer) | Discretionary sale | 4,598 | $408.33 | $1.9M |
| 2024-09-26 | NEUBURGER NICOLE (Officer) | Discretionary sale | 486 | $269.59 | $131K |
| 2024-09-03 | MCDONALD CALVIN (CEO) | Open-market buy | 4,000 | $260.00 | $1M |
| 2024-03-27 | MORFITT MARTHA A M (Director) | Open-market buy | 3,000 | $389.00 | $1.2M |
| 2024-03-26 | MORFITT MARTHA A M (Director) | Open-market buy | 200 | $387.90 | $78K |
| 2024-03-26 | MORFITT MARTHA A M (Director) | Open-market buy | 200 | $389.98 | $78K |
| 2024-03-26 | MORFITT MARTHA A M (Director) | Open-market buy | 300 | $389.75 | $117K |
| 2023-12-18 | MCDONALD CALVIN (CEO) | Discretionary sale | 12.5K | $495.00 | $6.2M |
| 2023-12-18 | MCDONALD CALVIN (CEO) | Discretionary sale | 12.5K | $500.00 | $6.3M |
| 2023-12-18 | NEUBURGER NICOLE (Officer) | Discretionary sale | 705 | $500.00 | $353K |
| 2023-12-18 | FRANK MEGHAN (CFO) | Discretionary sale | 1,553 | $500.00 | $777K |
| 2023-12-14 | BURGOYNE CELESTE (Officer) | Discretionary sale | 5,400 | $495.76 | $2.7M |
| 2023-12-14 | BURGOYNE CELESTE (Officer) | Discretionary sale | 10K | $494.03 | $4.9M |
| 2023-09-06 | Choe Michelle Sun (Officer) | Discretionary sale | 28K | $401.00 | $11.2M |
| 2023-03-31 | BURGOYNE CELESTE (Officer) | Discretionary sale | 100 | $362.04 | $36K |
| 2023-03-31 | BURGOYNE CELESTE (Officer) | Discretionary sale | 17.2K | $362.00 | $6.2M |
| 2022-09-12 | Henry Kathryn (Director) | Discretionary sale | 189 | $351.80 | $66K |
| 2022-06-15 | Gibson Kourtney (Director) | Open-market buy | 200 | $280.12 | $56K |
| 2021-09-24 | Henry Kathryn (Director) | Discretionary sale | 250 | $432.41 | $108K |
| 2021-09-15 | Henry Kathryn (Director) | Discretionary sale | 250 | $420.00 | $105K |
| 2021-09-09 | Choe Michelle Sun (Officer) | Discretionary sale | 1,910 | $426.11 | $814K |
| 2021-09-09 | Choe Michelle Sun (Officer) | Discretionary sale | 2,087 | $423.51 | $884K |
| 2021-09-09 | Choe Michelle Sun (Officer) | Discretionary sale | 2,110 | $424.63 | $896K |
| 2021-09-09 | Choe Michelle Sun (Officer) | Discretionary sale | 5,790 | $427.23 | $2.5M |
| 2021-09-09 | Choe Michelle Sun (Officer) | Discretionary sale | 9,326 | $423.23 | $3.9M |
| 2021-09-09 | MCDONALD CALVIN (CEO) | Discretionary sale | 10K | $427.37 | $4.3M |
| 2021-06-29 | BURGOYNE CELESTE (Officer) | Discretionary sale | 62 | $367.77 | $23K |
| 2021-06-29 | BURGOYNE CELESTE (Officer) | Discretionary sale | 421 | $366.66 | $154K |
| 2021-06-29 | BURGOYNE CELESTE (Officer) | Discretionary sale | 1,250 | $367.22 | $459K |
| 2021-06-29 | BURGOYNE CELESTE (Officer) | Discretionary sale | 2,750 | $366.54 | $1M |
| 2021-06-29 | BURGOYNE CELESTE (Officer) | Discretionary sale | 4,748 | $366.59 | $1.7M |
| 2021-06-29 | BURGOYNE CELESTE (Officer) | Discretionary sale | 5,131 | $367.44 | $1.9M |
| 2021-06-23 | Henry Kathryn (Director) | Discretionary sale | 432 | $360.79 | $156K |
| 2021-06-08 | MORFITT MARTHA A M (Director) | Open-market buy | 4,800 | $330.00 | $1.6M |
| 2021-06-07 | Henry Kathryn (Director) | Discretionary sale | 313 | $331.89 | $104K |
| 2021-04-22 | MCDONALD CALVIN (CEO) | Discretionary sale | 3,000 | $335.00 | $1M |
| 2020-12-17 | Choe Michelle Sun (Officer) | Discretionary sale | 2,000 | $382.11 | $764K |
| 2020-07-02 | BURGOYNE CELESTE (Officer) | Discretionary sale | 4,723 | $304.52 | $1.4M |
| 2020-07-02 | Choe Michelle Sun (Officer) | Discretionary sale | 4,744 | $312.15 | $1.5M |
| 2020-07-01 | BURGOYNE CELESTE (Officer) | Discretionary sale | 700 | $314.16 | $220K |
| 2020-07-01 | BURGOYNE CELESTE (Officer) | Discretionary sale | 1,625 | $312.89 | $508K |
“Since trade” compares with the latest insider-implied price, not a market quote; this site carries no market data by design.
Filing hygiene
How to read this
A Form 4 transaction code decides everything. P is an open-market purchase and S an open-market sale; those two are the only codes where an insider chose to trade. A is a grant, M an option exercise or vesting, F shares withheld to cover tax, G a gift. Most “insiders dumped billions” headlines are code F and M mechanics.
Sales flagged 10b5-1 run on a plan the insider adopted in advance; since 2023 every Form 4 carries that flag. Buys have historically predicted returns, sales mostly have not, and this page states filings, not advice.