Lululemon
Brandcenter Sprint 2025
Ask:
Develop a 360° marketing plan to win back U.S. women aged 28–34 in 2025.
Opportunity:
Women of Color are increasingly exploring athletic spaces—but many haven’t yet found brands that reflect their full identity.
Solution:
Our campaign, Move Like You, invites WOC aged 28–34 into athletic spaces through three phases:
Invite. Ignite. Inspire.
About Lululemon
Lululemon is known for athletic apparel, fitness classes, and community events that blend movement with mindfulness. With a strong foundation in performance and connection, they can deepen its cultural relevance and welcome a powerful new segment into its movement.
Movement is Shifting… And So is the Market
Lululemon’s categories—Run, Yoga, Train, and Play (Tennis, Golf)—helped guide our research and focus.
We saw a major opportunity to reach women of color exploring new lifestyle shifts like fitness and wellness. As members of the People of the Global Majority (PoGM)—who make up 85% of the world’s population—these women are driving growth in low-impact sports like tennis and golf, where participation among players of color has surged in recent years.
Why this matters:
Tennis & golf are now key entry points—offering social, low-impact movement that resonates with WOC.
38% of tennis players are now people of color—up from 32.5% in 2019.
Latina/Hispanic players grew by 90% in three years (3.8M in 2022).
Black/African American players increased by 46% (2.3M in 2022).
Asian/Pacific Islander players rose by 37% (2.4M in 2022).
Opportunity
Women of Color are increasingly exploring athletic spaces—but many haven’t yet found brands that reflect their full identity and confidence.
Methodology
Social Listening
Analyzed conversations and trends across platforms to understand how WOC engage with fitness culture and brands.
Qualitative Interviews
Conducted one-on-one interviews to uncover barriers, motivations, and emotional truths around entering athletic spaces.
Quantitative Research
Used data sets and public studies to validate patterns in participation, purchasing power, and emerging lifestyle shifts.
Untapped Potential
The Global Wellness Institute values the wellness industry at $5.6 trillion, growing fastest in younger, more diverse regions.
Black buying power reached $1.8 trillion in 2023; Latinx buying power hit $2.9 trillion.
Women drive up to 80% of consumer decisions, and women of color are increasingly shaping wellness, fashion, and fitness markets.
The demand is growing—but many still feel left out of the spaces built for movement.
The Human Truth
“When I was in college, I would take a yoga class here and there, but I never made it a priority. I felt weird being the only Black person in the class all the time and the music at the studios would often confuse and annoy me. I was not flexible at all, and I stuck out like a sore thumb in every class. I convinced myself that yoga wasn’t for me.”
— Asia, 29
Insight
There’s hesitation when you know you’ll be the only one.
Strategy
Move like you belong— because you do.
“Move Like You”
Creative Platform
“Move Like You” is Lululemon’s commitment to creating space where WOC feel reflected. It reframes movement as an act shaped by culture, individuality, and confidence. Women of color have always moved the culture forward—and now, the space moves with them.
Invite
Expand the invitation to low-impact sports like tennis and golf by combining social content with a projection-mapped group fitness class—broadcast on city buildings to invite passersby into movement in real time.
Ignite
Ignite deeper connection through multilingual group fitness classes and inclusive OOH that speaks to the language and culture of more communities. These touchpoints lead to shared experiences like our “Gather the Girls” clinic, where women are invited to explore new forms of movement like golf—together and on their terms.
Inspire
Inspire lasting loyalty through the Stretch It Forward initiative and partnerships with community organizations—spotlighting women who are redefining movement and paying it forward. These efforts create long-term impact by rooting Lululemon in purpose, visibility, and support beyond the studio.
