lululemon

Live Client, January 2025

While lululemon is doing great with teenagers and women in their early 20s, millennial women are not engaging with the brand like they used to. lululemon wanted Brandcenter students to create a 360 campaign that drew millennial women back to the brand, making them feel valued in lululemon clothing.

Methodology

Online and literary research:

Researched online platforms such as Reddit and Facebook to understand how millennial women perceive lululemon.
Explored the history of body shaming in women and its effects on both their mental and physical health.

Online survey:

Received 30 responses from millennial women who talked about their experience with the fitness industry.
Learned what kinds of marketing are effective for this demographic and what brands are already making them feel comfortable.

Problem

lululemon is known for leggings, not how it makes women feel when they move.

lululemon made its name with sleek, high-performance leggings and a reputation for curated excellence. But that focus has created a limited perception — one that doesn’t always resonate with women who want more than just stylish activewear. Many are seeking comfort, motivation, and a sense of ease as they navigate the daily juggling act of work, family, and self-care.

For millennial women especially, the brand’s polished, aspirational image can feel out of step with the imperfect, vibrant reality of their lives. They’re not striving for flawlessness — they want a brand that meets them where they are and encourages progress over perfection.

Millennial women are not keen on lululemon’s image.

Target

Millennial women balancing busy lives who crave movement that supports, not pressures.

Insight

When everything is a priority, exercise is the first thing that gets pushed aside.

When life gets hectic, it’s easy to let movement fall to the bottom of the list. What starts as skipping a workout here and there can quickly turn into feeling overwhelmed by even the idea of exercise. Suddenly, something meant to support your well-being starts feeling like another pressure point.

But moving your body doesn’t have to be another obligation — it can be a small way to reclaim your time, your space, and yourself. lululemon is here to shift that mindset — to turn effort into empowerment, and help you feel like you’re moving forward, not falling behind.

Millennial women feel overwhelmed and drained by exercise.

Strategy

lululemon makes the hard part feel good.

Creative Idea

Your body, your home.

This idea aimed to embrace women of all shapes, backgrounds, and athletic abilities, because we felt that if you feel at home in your body, you’ll feel good everywhere else — and that is something to celebrate.

OOH

Collaboration with Ilona Maher

Ilona Maher, a 28-year-old Olympic-winning rugby player and Dancing with the Stars contestant, has been advocating for body positivity for years. Since her rise to fame, she has received lots of hate on her “bulky” and “overly muscly” body, but she has fought back and celebrated her body, encouraging other women to do the same.

For the “Your body, your home” campaign, Ilona would be an amazing ambassador to promote feeling comfortable in your own body. We would promote the collaboration on billboards and on social media so that millennial women are reached in multiple ways.

OOH Example

Social Media Example

Homewarming Party

In order to connect with millennial women in real life, lululemon will be hosting a “Homewarming Party” at their flagship store in New York City. The event will aim to encourage women to feel more comfortable in their bodies with a yoga class, a keynote speaker, and merch for guests to take home.

Ilona Maher would be the keynote speaker and would share her story with guests to help them feel celebrated. Stores across the country could host their own mini Homewarming parties, whether that’s by hosting their own yoga class or having a local speaker come in to discuss body positivity.