lululemon’s image of perfection and success once inspired women, but today’s millennial women are weighed down by so many demands. The pursuit of perfection has become a source of stress rather than motivation. We are redefining exercise by transforming it into something that feels attainable, empowering, and positive.

Ask: Develop a 360-degree campaign for lululemon to win back US women 28-34 in 2025.

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

The brand was built on high-performance leggings and curated perfection. However, that narrow association has made it harder to connect with women who aren’t just looking for stylish workout gear, they’re looking for support, comfort, and a reason to start exercising. Today’s millennial women are navigating a chaotic balance of work, family, and personal life. The polished, perfectionist image lululemon built doesn’t reflect the real, messy, and beautiful sides of their lives. They’re not searching for more pressure; they want a brand that supports them as they are, without the need for flawless execution.

Research: We visited lululemon to experience their environment firsthand and visited 4 competitor locations to see how other brands are speaking to their audience. From there, I conducted 1:1 interviews with current and former lululemon guests to learn about their movement journeys.

“I spent months killing myself in the gym to look hot for my high school reunion, feeling miserable. The second it was over, I stopped.”

— Camryn, 32

“Exercise is the worst chore I have. It’s tough before, exhausting during, and painful after. But I know I have to do it, even though it’s never fun.”

— Sarah, 30

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

When you are busy, it’s easy to convince yourself that there’s no time for exercise. But the “no time” attitude builds up until exercise becomes another source of stress. You’re constantly caught in the cycle of putting yourself last, and it feels like your well-being is always out of reach. It doesn’t have to feel like another thing to check off the list. lululemon is here to make the effort worth it, taking the hardest part of your routine and making it feel like a step forward, not a struggle.

“Some days, I just can’t find the energy for a workout because it feels like I’m worried about everything else in my life.”

— Ashleigh, 34

Strategy: lululemon makes the hard part feel good.

When life is already chaotic, the last thing you need is one more thing that feels like an uphill battle. lululemon doesn’t erase the challenge, but it wraps it in softness, support, and intention. So even when you are pushing yourself, you’re not punishing yourself. You’re returning to something. Something that feels good and something that feels like home.

Campaign Platform:

Phase 1: Messaging

Our messaging phase will be led by 28-year-old Olympic rugby player Ilona Maher, who advocates for celebrating what our bodies can do.

In addition to OOH placements, we will meet our target audience where they already are: Pinterest.

Pinterest’s largest audience is millennial women, so we’re going to advertise on searches and boards related to “fitness routines”.

We’ll host a homewarming party at the NYC flagship with Ilona Maher, where she'll share her body image journey. The event will be livestreamed to stores nationwide.

A projection-mapped sculpture outside the New York store will kick off the celebration, designed to capture attention and evoke the welcoming glow of a home.

The first 50 guests at each homewarming party will receive a special edition homewarming gift bag.

Phase 2: Mindset

We’re transforming high-traffic basketball and tennis courts across NYC into spaces that celebrate newfound comfort of movement.

These courts will feature couches made from lululemon’s Glyde waterproof fabric, offering a relaxing spot to pause and experience the brand’s high-quality materials firsthand.

The goal is to create inviting spaces where movement is celebrated, not pressured, and to encourage women to feel comfortable and confident wherever they move.