lululemon Men’s train
SCENARIO: lululemon’s men’s workout category presents a strong opportunity to connect product innovation with real training needs. This campaign was designed to showcase a modern workout wardrobe built for movement, performance, and consistency in the gym.
TASK: Drive consideration for the training assortment by highlighting technical performance benefits in a way that feels relevant, aspirational, and easy for guests to shop.
Industry: Retail & Fashion
Personal Responsibilities: Brand management, strategy, cross‑channel alignment, production oversight, stakeholder management
Creative Oversight: Laura-Lé Vandenbergh, Pat Young
Art Director: Miriam Brellenthin, César Bañares
Photographer & Prod Co: Vishal Marapon, Christoph Prevost, Gaelan Glenn, Sean Best
Graphic Design: Lily Poon, Maddy Hachey
Copy: Charlie Tran, Kat Hertz
Creative Operations, Production, and Translation: Alex Bowen, Matthew Sy, Patricia Brochu
Casting, Movement Coach, and Hair/Make-Up: Amanda Muñoz, Amanda Rozak, Samantha Glassner, Jordan McCurrach, Erin Klassen, Claudia A
Styling: Alexie Grey, Daisy Andrew, Nina Maidment, Erin Johnson
Digital: Mila Filipovic, Janee Yang, Hannah McNamee, Radhi Patel, Khushal Saeed, Connor Rashotte
Product Education: Emilie Swan, Camille Barbeau-Lawless
Merchandising: Emma Cameron, Elisa Gargarella
Brand: Mike Crowe, Mila Moody, Chelsea Achilles
APPROACH
Head-To-Toe training story
We moved beyond a single-product story and showcased a full workout journey, pairing complementary training styles in authentic gym environments. Messaging focused on shared performance benefits such as managing sweat, minimizing distraction, and supporting movement, creating a more natural connection between the products and the workout experience.
OUTCOME
A Cohesive performance story
The campaign successfully showcased the strength of the broader training portfolio, with guests engaging across multiple products and categories. By combining clear performance storytelling with an outfitted approach, the story reinforced workout credibility and helped strengthen consideration for lululemon’s overall Train assortment.
