lululemon
Move Like You
A VCU Brandcenter Project
Lululemon struggles to connect with WOC, who often feel out of place in new athletic spaces. The brand has the opportunity to change this by empowering them to move like they belong—because they do.
Brand Video
Manifesto Video
The number of Asian, Black, and Hispanic golfers has jumped by 43%.
— National Golf Foundation (2018)
However, this demographic continues to hesitate to enter unfamiliar athletic spaces where they’ll be the only one.
This campaign honors WOC redefining athletic spaces to move boldly and unapologetically.
Out-of-Home
Social
Stunt
On National Fitness Day, Lululemon takes over Times Square with WOC-led workouts streamed on billboards—inviting everyone to join in.
Strategists: Britny Forbes & Brittni Evans | Copywriter: Vanessa Galdamez