lululemon Pilates sets
SCENARIO: As lululemon strengthens its presence in Pilates, the team identified an opportunity to position Smoothie, a fresh spring colour story across Align and Flow Y, beyond aesthetics. The campaign needed to connect product sensation, activity relevance, and seasonal newness in a way that felt authentic to the Pilates guest.
TASK: Develop a North American focused campaign that would establish a clear Pilates point of view for a new Smoothie wash, showcase Align's signature buttery-soft feel, and drive engagement across key digital touchpoints. The work needed to balance product innovation, seasonal colour newness, and activity storytelling while remaining flexible amid evolving inventory realities and maintaining consistency across homepage, landing page, email, and push experiences.
Industry: Retail & Fashion
Personal Responsibilities: Brand management, strategy, cross‑channel alignment, production oversight, stakeholder management
Creative Oversight: Laura-Lé Vandenbergh
Art Director: Andrea Husky
Photographer & Prood Co.: Fahim Kassam, Sean Best, Alex Guiry, Ryan Voigt
Graphic Design: Michelle Du, Taylor Crain, Maddy Hachey
Copy: Bethan Kwaterski, Massimo Izzo
Creative Operations, Production, Choreography, and Translation: Beth Murphy, Samantha Buzza, Kelsey Hamilton, Char Dangerfield, Patricia Brochu
Casting, and Hair/Make-Up: Amanda Muñoz, Amanda Rozak, Maria Hamilton
Styling: Alexie Gray, Erin Johnson
Digital: Mila Filipovic, Suzanne Stenason, Connor Rashotte
Product Education: Camille Barbeau-Lawless, Naomi Fisher
Merchandising: Arielle Dalle, Jasmine Dhaliwal
Brand: Caitlin Low, Mike Crowe, Mila Moody, Chelsea Achilles
APPROACH
Blending Feel Into Flow
The team built the campaign around a Pilates-first creative platform, grounded within a studio-based environment that was movement-focused to spotlight the weightless feel of Nulu™. The Smoothie was became an expression of how the product feels in motion. Product-first messaging highlighted control, flow, and precision while showcasing refreshed spring shades across matching sets. Consistent storytelling across homepage, women's landing page, email, and push created a seamless guest journey from inspiration to discovery.
OUTCOME
A Smooth Landing
The Pilates-first approach resonated strongly across upper-funnel channels, helping maintain momentum for Women's product drops and driving strong engagement. Homepage Hero CTR reached 4.68%, which was one of the strongest performances of the quarter, while the Women's Landing Page delivered the highest Hero CTR and Hero revenue in Q1. Guests showed strong interest in both newness and Align, with Align page visits increasing 126% week-over-week. Featured Smoothie styles became top-visited and top-selling products, demonstrating the power of combining activity-led storytelling with product sensation and seasonal newness.
