lululemon Ace Advantage
SCENARIO: Tennis represents a key growth category for lululemon, driven by rising interest in tennis-inspired style, outfit-building, and performance apparel. With Wimbledon providing a culturally relevant moment, we launched the new Ace Advantage collection to showcase technical innovation while strengthening the brand’s credibility in the category. Our challenge was to connect authentic athletic performance with the lifestyle aspirations shaping modern tennis culture.
TASK: Develop a cross-channel campaign that would introduce the Ace Advantage collection, elevate lululemon’s tennis authority, and drive engagement across the category. The campaign needed to balance product innovation and athletic credibility with the style, confidence, and social aspects that increasingly define how guests experience tennis today.
Industry: Retail & Fashion
Personal Responsibilities: Brand management, strategy, cross‑channel alignment, production oversight, stakeholder management
Creative Oversight: Laura-Lé Vandenbergh, Pat Young
Art Director: Andrea Husky
Photographer: Thompson Chan
Graphic Design: Michelle Du, Lily Poon, Maddy Hachey
Copy: Kat Hertz, Sara Constantineau
Creative Operations, Production, and Translation: Beth Murphy, Jo McCrodan, Patricia Brochu
Casting, and Hair/Make-Up: Amanda Muñoz, Amanda Rozak, Becca Randle
Styling: Ally Bond, Erin Johnson
Digital: Mila Filipovic, Janee Yang, Hannah McNamee, Radhi Patel, Khushal Saeed, Connor Rashotte
Product Education: Emilie Swan, Camille Barbeau-Lawless
Merchandising: Arielle Dalle, Jasmine Dhaliwal, Amélie Delumeau
Sports Marketing: Paige Hickey, Maddi Mobley
Brand: Mike Crowe, Mila Moody, Chelsea Achilles
APPROACH
EMBRACING Modern Tennis Culture
We centered the campaign on lululemon ambassador Madison Apel, whose background as a former Division I player, coach, and creator authentically bridged performance and lifestyle. Creative focused on high-demand silhouettes, including dresses and skirts, while highlighting key product benefits such as cooling mesh ventilation, built-in coverage, and confidence in motion through dynamic, on-court storytelling.
OUTCOME
CATEGORY VALIDATION
The campaign generated strong engagement across ECommerce and Email, outperforming recent engagement trends and driving meaningful traffic into the tennis category. Guests responded particularly well to the featured dresses and skirts, validating our product-led strategy and reinforcing the demand for technical performance paired with elevated style. Most importantly, the campaign strengthened lululemon’s tennis credibility and demonstrated that authentic athletic storytelling can drive both brand affinity and commercial results.
