Lululemon Collaborations

Focusing on attracting our new brand muse, we created relationships with brand ambassadors in key maven markets. These partnerships were extended into product collaboration capsules that were brought to life through emotive storytelling and multi-channel campaigns.

OBJECTIVE

Introduce product collaborations featuring aligned brand ambassadors to reach new customers, engage our loyal followers and increase women’s product category sales. Execute through multi-channel campaigns across digital, stores and community to drive awareness and traffic.

WORK

• integrated collaboration campaigns

• exclusive press previews

• influencer events in maven cities

• store window and merchandising takeover

• video content

• influencer social media

RESULTS

These collaborations resulted in an overall increase in traffic and engagement on lululemon’s owned channel, and increase in sales and conversion of women’s products. The Maya Gabeira surf collaboration was the first elite athlete and product storytelling which set the stage for additional collaborations and built awareness and credibility for lululemon’s new swim line. The Class by Taryn Toomey x lululemon collaboration sold out in record-time with line ups around the block. It received buzz-worthy media and influencer attention that put lululemon in the spotlight.