lululemon Zeroed In Cargo Jogger
SCENARIO: lululemon set out to elevate the Zeroed In franchise by positioning the Cargo Jogger as a versatile, train-to-life essential. With growing demand for pieces that transition seamlessly across workouts and daily wear, the opportunity was to reinforce its role as a wardrobe staple while introducing new seasonal colour.
TASK: Create a cohesive digital experience across Email, EComm, and Push, that drives discovery and demand for the Zeroed In Cargo Jogger, while showcasing its versatility, comfort, and performance.
Industry: Retail & Fashion
Personal Responsibilities: Brand management, strategy, cross‑channel alignment, production oversight, stakeholder management
Creative Oversight: Laura-Lé Vandenbergh, Brandon Viney
Art Director: Andrea Husky
Photographer & Prod Co: Fahim Kassam, Chase Fletcher
Graphic Design: Sharon Ho, Michelle Du, Maddy Hachey
Copy: Bethan Kwaterski, Charlie Tran
Creative Operations, Production, and Translation: Beth Murphy, Raven McLean, Jo McCrodan, Patricia Brochu
Casting, Movement Coach, and Hair/Make-Up: Amanda Muñoz, Amanda Rozak, Erin Klassen, Andrea Barber, Becca Randle
Styling: Gabriella Tognetti, Daisy Andrew, Holly Coopey, Caitlin Sheehan, Clare Seddon, Erin Johnson
Digital: Jaya Hasan, Suzanne Stenason, Connor Rashotte
Product Design & Education: Katie Garnham, Camille Barbeau-Lawless
Merchandising: Emma Cameron
Brand: Madeline Baker, Mike Crowe, Mila Moody, Chelsea Achilles
APPROACH
For Every Rep and For Every Rest
The team built a unified storytelling system anchored in real-life movement—blending training and everyday moments. Creative leaned into relatable styling and an intramural-inspired lens to modernize “train.” Email and Push notifications amplified reach, driving traffic into a focused Ecomm destination. Product storytelling highlighted key features, colour newness, and outfit versatility to balance inspiration with utility.
OUTCOME
These new joggers are working out
The campaign delivered strong engagement and reinforced the Zeroed in Cargo Jogger as a go-to, versatile essential. Elevated traffic and product interest reflected clear guest connection to the train-to-life positioning, while integrated storytelling improved visibility and consideration—setting a strong foundation for future franchise growth.
