lululemon

Vancouer

2019

During my time on lululemon’s brand team, I led brand voice, messaging frameworks, and style guide development across campaigns and ongoing initiatives. For International Day of Yoga 2019, I crafted messaging that highlighted authentic stories and shifted perceptions of yoga beyond niche stereotypes, connecting with a global audience. I also collaborated on the development of the brand’s signature tagline, “Be All In,” encapsulating the ethos of showing up fully, embracing challenges, and staying present.

Additionally, I led narrative and positioning for the lululemon x Roksanda collaboration, strategically introducing lululemon to a designer-fashion audience and generating press coverage. Rooted in the contrast between function and fashion, I helped conceptualize the collaboration and developed campaign copy direction that showcased Roksanda Ilinčić’s bold, signature shapes alongside lululemon’s technical sport innovations. The campaign received coverage from American Vogue, Harper’s Bazaar, and key digital media influencers, further elevating lululemon’s positioning in the high-fashion crossover space.

  • Exterior of a lululemon store with mannequins and clothing inside, large window posters with images of people and text in French and English, parked cars in front, and a tree blocking part of the store sign.

  • Two tote bags with black and white geometric and text patterns hanging from black handles.

  • Close-up of a person holding a business card with the Lululemon logo, with a blue sky in the background.

  • A man with curly hair and a gray jacket making a fist gesture, with a quote on the right side that reads, "Yoga taught me that one breath can save a life." The left side includes the man's name, Peace Coleman, and references International Day of Yoga on June 21, 2019.