lululemon men

Our task was to create a campaign for Lululemon that targets men ages 18-25.

Although Lululemon has an extensive menswear line, they are not nearly as popular among young men as competitor brands like Adidas or Nike. Through our research process, we found most men in our target demographic are not aware that Lululemon sells men’s clothes, or view them as a very feminine brand. Our goal was to create awareness of the menswear line and distance the product from the feminine image that Lululemon has.

Experiential

Non-Traditional

Sponsoring the BOLDERBoulder event, including a pop up shop, supplies Lululemon with the advantage of strengthening their relationship within the running community. This event reflects the values of Lululemon. This event brings awareness to the running and cross country programs at the University of Colorado, highlights and celebrates those that have served in our military, and donates to many local non-profits, making it appealing to our target audience. This collaboration will spark new connections and raise interest in the brand.

Lululemon provides apparel for your run and your recovery. After a long race, game, or hike, we want to show the versatility that these clothes have to offer. The in game items would be given to consumers whom purchase lulu products in store. This would create more first impressions and make consumers go to stores. Many professional athletes, such as Andre Drummond and Gordon Hayward, play Fortnite during their recovery periods. We want to provide the consumers with every reason to be wearing the comfortable and well designed apparel in every aspect of their life.  There is increasing recognition within the gaming world, as gaming was just recently recognized as a sport when it was added as a competition in the X Games. The world of professional gamers and the world of professional athletes are not mutually exclusive and the Fortnite skin is meant to reflect that. The goal is to bring brand awareness in a unique way using non traditional media.

YouTube

YouTube is one of the most popular social media platforms amongst our target audience. The ad will play before videos on YouTube. It will be short, no more than 15-30 seconds, that will feature a man’s day of running and doing yoga in the morning, working at his office and then recovering at the end of the day. This will raise awareness and show off the versatility of the Lululemon men’s line. YouTube allows us to pick which categories of videos our ad is featured on, thus allowing us to pinpoint the portion of YouTube users who fall within our target audience.