lululemon

Launching a new product that gives empowerment to an underserved customer group.

Discipline

design

strategy

print

campaign

Sector

Apparel

Retail

Sports/Recreation

lululemon Move Like A Woman Campaign Lifestyle Photography

The Enlite Bra, lululemon’s sports bra for full-figured women marked a new product innovation created for an under-served customer group in women’s fitness.

lululemon Move Like A Woman Campaign Logo Design
lululemon Move Like A Woman Campaign Product Photography

The Enlite Bra had a clear value for the customer—allowing her to move freely and comfortably while working out. The product launch campaign was designed with a kinetic visual identity that encourages women to “Embrace Movement” and “Move Like a Woman.”

lululemon Move Like A Woman Campaign Identity
lululemon Move Like A Woman Campaign Identity
lululemon Move Like A Woman Campaign Identity
Historically, sports bras were a weakness for lululemon, but with a successful launch, the Enlite Bra has since created “a significant halo across the category.” The successful launch is even more significant considering Enlite is lululemon’s most expensive bra.
lululemon Move Like A Woman Campaign Identity