Lululemon’s first global campaign feels more like an ad for Nike or Under Armour, created by Vice’s in-house agency Virtue.
Lululemon has transcended activewear to reintroduce its name to the world with its first global ad campaign.
While Lululemon and Virtue could be seen as strange bedfellows, the ad is a beautifully crafted mini-documentary – featuring no lycra or yoga, which the 19-year-old brand is known.
The ad consists of documentary-style glances into the lives of different characters, highlighting activities from surfing to singing.
Rather than spend a lot on advertising, the Vancouver-based brand has traditionally relied on grassroots marketing and word-of-mouth by loyal fans.
This is the retailer's first time working with Brooklyn-based Virtue Worldwide and its first time working with a creative agency on a project of this scale.
Lululemon's new push includes digital and social, some over-the-top TV and global out-of-home. It also includes a content series with the individual personalities featured in the main ad.
The campaign will roll out across Australia.
