CREATIVE BRIEF
Client: lululemon athletica, Inc
Prepared by: Jennifer Mailian
Company Background and Goals: Lululemon is a successful athletic apparel retailer founded in 1998. It currently has more than 680 stores, 19 of them being company-operated stores. There is an increase in women’s basketball viewership and lululemon has the opportunity to market to a new segment. The new campaign focuses on a fabricated launch of an apparel line for women’s basketball. The goals of the campaign are as follows:
- Increase sales of the new women’s basketball apparel line and the company’s overall revenues
- Increase brand awareness for the target audience
Target Audience: High school & college female athletes, ages 14-24, interested in sports and other activities, and are career-oriented and driven; Current lululemon enthusiasts that are women between the ages of 13 through their mid-thirties, have an active lifestyle, are interested in trends or fashionable, and value comfort and quality.
Campaign Tagline: Triple-Double. Triple Style. Triple Success.
Campaign Duration: August 2024 – April 2025
Competitors: Addias, Nike, Under Armour, Athleta, Fabletics, Alo Yoga
Key Message: Lululemon is the leading innovative brand in athleisure wear, particularly renowned for their women’s sports apparel.
Key Consumer Benefit: Female athletes will be empowered to be successful on the court, off the court, and overall in their professional careers because of the comfort and confidence the lululemon brand provides.
Attitude: Passionate, inspiring, and cheerful
Call to Action: Buy new lululemon sports/basketball training apparel
Distribution: Lululemon in store posters, outdoor billboard and bus shelters near major metropolitan areas and lululemon shops, lululemon owned media (website, social media, etc), and small pop up stands at colleges nationwide with popular women’s basketball teams distributing posters for discount codes to the new line
Why this campaign?
The company needs to continue differentiating its brand against its increasing number of competitors. This campaign is designed to captivate the rising market of high school and college female athletes who are rapidly shaping the athleisure market.
Disclaimer: All information on this page is solely for a school project. ImaJen Media has no affiliation with lululemon or any of its partners in this campaign.