Activewear retailer Lululemon has launched a fully integrated global ad campaign titled 'Feel,' which aims to target international markets, Gen Zer's, and male shoppers. The campaign itself will focus its messaging on mental health and wellbeing, rather than fitness and exercise.
The new campaign will feature many of the brand's go-to ambassadors, including Joe Wicks, Deja Riley, Akin Akman, and more. Central to the campaign's messaging is the question of how customers feel psychologically when wearing Lululemon activewear. "Supporting our guests’ desire to feel their best in any moment" is at the heart of Lululemon's products says the company's Chief Brand Officer, Nikki Neuburger.
As a whole, 'Feel' represents a significant shift for the brand as it consciously looks to reach new audiences by making contact with younger generations and male shoppers – two demographics that have shown a steadily growing interest in the brand.
Progressive Activewear Campaigns
The Lulu Lemon 'Feel' Campaign is the Company's Largest Ever
Trend Themes
1. Mental Health and Wellbeing - Activewear campaigns that focus on mental health and wellbeing rather than just physical fitness present a disruptive innovation opportunity for the industry to attract a broader audience.
2. Generation Z - Trends that focus on Gen Zers represent a disruptive innovation opportunity for the activewear industry to tap into a potentially large and influential consumer demographic.
3. Male Shoppers - Campaigns that specifically target male shoppers, traditionally an underserved market for activewear, represent a disruptive innovation opportunity for the industry to diversify its customer base and increase sales.
Industry Implications
1. Activewear - The activewear industry can leverage mental health and wellbeing trends, target Gen Zers, and increase sales to male shoppers by adopting more inclusive positioning and messaging.
2. Marketing and Advertising - The marketing and advertising industry can capitalize on the mental health and wellbeing trend in activewear campaigns by developing innovative messaging that aligns with consumers' desire for wellness-focused brands.
3. Fashion and Retail - Fashion and retail brands specializing in activewear can tap into the growing demand for wellness and mental health by incorporating these themes in their clothing designs and in-store experiences.