In 2018 our commitment was to authentically connect to runners + create experiences that were uniquely lululemon (SweatLife + More Than Miles). We met a new audience of runners at these marathons by integrating product and community into a timely and relevant moment in the world of run.
How :: Exposure and Intimacy Tactics
We leverage the relationships from Ghost Race, Strava and local marathon crews to amplify the voice of our Collective (ambassadors, educators, key relationships)
Runners understand we’re leaders in technical, high performance, run product
We meet the runner where they are at (training + race day)
What :: The local run community is and feels supported by lululemon and understands our commitment to run. Race participants become engaged lululemon guests and seek lululemon out for run relationships as well as for high performance run product.
LA | Local Tactics
Product
Production Trailer
SSC capsule of LA skyline
Heat press with Marathon Graphics
PT- multiple run crews & first responders in LA
Innovation
RecoVR
The Expo
The Cheer Station
Social