In partnership with Droga5, we officially launched lululemon’s largest, fully integrated global campaign to date introducing our new brand positioning to the world. Titled FEEL, it’s 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 while also engaging current guests who have been with us on this journey, with a radically fresh and timely point of view that reshapes the cultural conversation around being well. In a crowded activewear category that is often more focused on visible results - what people do and how they perform - we are simply inviting our guests to FEEL.
The campaign had a significant channel plan, with an extensive media push including local TV, over-the-top and online video, connected TV, out-of-home, and paid social as well as a coordinated email and ecommerce phased roll-out, a comprehensive social plan on multiple social platforms, and an event experience in two key cities.
The anthemic launch film sets the stage for our positioning and introduces FEEL to the world. It follows one person’s journey through unsustainable behaviours and cyclical lifestyle, to accessing FEEL and all that brings them: mindful practice, community and joy. The voiceover was an excerpt from an Oscar Wilde’s The Selfish Giant. The film shows the modern struggles we all face in trying to achieve fulfillment and happiness, and the extraordinary feelings that lie within reach for each of us.
Directed by Daniel Wolfe and scored by Atticus Ross.
The FEEL platform also ties in the philosophy of Science of Feel - lululemon’s approach to product design. lululemon believes that when you feel your best, you perform your best: and how you feel in lululemon product is the catalyst to mindful performance.
Three product films each highlight a different feeling that a lululemon product unlocks, based off guest sensation on body and during activity.
The product-led portion of the campaign featured lululemon ambassadors Hailey Langland, Manoj Dias, Akin Akman, Deja Riley and Joe Wicks.
lululemon’s newest yoga tight, the Instill pant, is created with SmoothCover™, gives guests a supportive hugged-in feel during wear, and creates the feel state of FEEL EMBRACE.
lululemon’s License to Train abrasion-resistant short gives guests the sensation of power, invincibility and strength, and creates the feel state of FEEL CHARGE.
lululemon’s ABC Pant has ergonomic construction that gives guests the sensation of comfort, confidence and zero restrictions, and creates the feel state of FEEL SPACE.
North American out-of-home was a mix of bulletins, digital billboards, painted walls, wrapped transit vehicles and wallscapes in key cities along high-traffic corridors and busy hubs throughout Chicago, Atlanta, San Francisco, Houston and Philadelphia.
High-impact, visible placements throughout London included print and digital billboards along busy corridors.
Throughout China and APAC, including Seoul, Hong Kong, Tokyo, Taipei and Singapore, out-of-home and digital out-of-home placements dominated high-traffic areas.
A scalable retail brand experience was created for the campaign. In pinnacle stores, such as 5th Avenue in New York City, exterior lightboxes were utilized for campaign content.
Outfitting hubs in-store showcased the campaign imagery and shared key product education.
PR kits were sent out worldwide to media, industry partners and influencers.
City Activations brought the campaign to life in LA & Houston with immersive experiences that allow new guests & influencers to FEEL lululemon first-hand, starting with the high-level brand positioning, and ending with product-specific FEEL experiences.
A homepage takeover as well as a custom landing page were created for guests directed from the OOH, TV spot, digital marketing and other supporting channels. We kicked off with the Anthem work to introduce the brand positioning and concept to guests and show the relationship from FEEL to product. For each respective product drop, the website was updated to dive one step deeper into our FEEL product philosophy and showcase each unique product’s FEEL state and drive conversion.
Launching with our Anthem, we set the stage for the FEEL campaign on IG stories and in-feed. We then featured our Ambassadors in UGC-style videos across IG and Tik-Tok, inviting our community to participate in activities that support their well being through the idea of FEEL.
Spotify playlists were created for each product drop to support the FEEL state, and to support guests in their sweat session and social social channels pushed guests to engage and try out the playlists.