lululemon is launching its largest, fully integrated global advertising campaign to date, titled FEEL, which is built on the brand’s longstanding belief that the better you feel, the better you’ll perform. The campaign seeks to introduce lululemon to new audiences with a radically fresh and timely point of view that reshapes the cultural conversation around wellbeing. In a crowded activewear category that is often more focused on what people do, lululemon seeks to simply invite people to feel. As the brand invests in future audiences, there is a conscious shift to grow beyond its core and resonate more with its growing men’s community, international markets, and younger Gen Z targets.
FEEL will celebrate lululemon’s ambassadors, the brand’s global collective of athletes who are using their passion for movement and connection to elevate their communities. Akin Akman, Manoj Dias, Hailey Langland, Deja Riley and Joe Wicks, who will be featured in the campaign, embody what lululemon stands for and will help spotlight how the brand’s innovative and technical products are designed to help guests immerse themselves in their practice, resulting in a difference they can truly feel.
“Feeling is everything—it sits at the intersection of your physical, mental and social wellbeing, and it’s at the heart of all we do and create at lululemon,” said Nikki Neuburger, Chief Brand Officer, lululemon. “Supporting our guests’ desire to feel their best in any moment, through the products we create and community connections we help build, is a shift that we believe consumers and the category will benefit from.”
In EMEA, FEEL will feature the brand’s first-ever, London-focussed VOD and OOH campaign launching on Monday 6th September. There will be 200+ OOH sites, including the impressive multi-panel ‘Cromination’ in Kensington, featuring ambassador and celebrated British fitness coach Joe Wicks wearing the License to Train shorts and ambassador Hailey Langland launching the new Instill Yoga tight.
Internationally, where lululemon looks to quadruple revenue by 2023, the brand will showcase notable voices from local communities, including celebrity ambassadors in China. The multi-market channel plan includes dynamic video content with elevated brand and product storytelling, print and out-of-home executions, retail integration, social and community activations and more.