As a brand, lululemon has long championed sustainable, mindful paths to being well. Yet ‘wellness’ had, somehow, come to represent just the opposite. Full of quick fixes, fads, restrictive diets and punishing workouts, a category that promised to help us be well, actually tended to leave us feeling worse.

So we launched ‘FEEL,’ a campaign that represents a radically new and simple point of view. In a category often focused on what you do and where you end up, this campaign simply invites you to FEEL. Whether you’re running, training, doing yoga or meditating, you should do it to FEEL something—and maybe even access parts of yourself you didn’t know existed before.

lululemon —
An invitation to FEEL

The new campaign launched with The Selfish Giant. Directed by Daniel Wolfe, the film follows one person’s journey through a cycle of punishing, unsustainable and closed-off behaviors, before opening up—emotionally and physically—to a new world of sustainable practice, community, and joy. Guided by a voiceover excerpted from a children’s story by Oscar Wilde, the film is a parable about the modern condition, the struggles we face in trying to achieve fulfillment, and the universe of extraordinary feelings that lies within reach of each of us.

Unlock a world of FEEL

The campaign also included a suite of short, visually-arresting odes to specific products and not-so-ordinary feelings they unlock. Feel Embrace explores the ‘hugged’ sensation of the Instill Tight. Feel Space, focused on the ABC jogger, visualizes freedom of movement. And Feel Charge brings to life the energized feelings you can achieve in your training. The films star lululemon ambassadors Haily Langfield, Manoj Diaz and Akin Akman.

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