lululemon

The Science of Feel

More than a product channel, a cultural cadence.

lululemon weekly newsletter remains the brand’s main touchpoint for millions worldwide. More than a product channel, we turned it into a cultural space.

Inspired by the science of feel and working with renowned photographers and filmmakers, incl. Noah Klabin, Cait Opperman, Geoffrey Knott, and Jake Stangel, we captured real journeys that went beyond exercise but showcased the interconnectedness of physical, mental, and social well-being.

Through photo direction and curation, product launches evolved into stories of connection and purpose through movement.

Woman laughing and smiling while holding a pink tie-dye hoodie over her eyes in a casual setting.
A woman smiling and holding a pink and brown patterned blanket over her shoulders, standing outdoors in front of a building with a modern architectural facade for lululemon campaign.
A woman smiling happily with a towel covering her eyes, wearing a beige tank top, in an indoor setting.
A woman with wavy brown hair walking in front of a bright yellow wall, carrying a yellow bag for lululemon campaign.
A young woman walking on a sidewalk with a yellow bag, wearing a pink patterned sweater and beige shorts, with wind blowing against her hair for lululemon campaign.
A young woman with dark, wavy hair stands against a dark, reflective building exterior, wearing a loose, tie-dye sweatshirt and beige leggings, looking to the side.
A young woman with long, flowing hair in motion, wearing a white jacket over a maroon crop top and tie-dye shorts, standing on stairs beside a glass wall, and her reflection is visible in the glass.
A person wearing a white jacket, maroon crop top, and pink tie-dye pants. The person's hand is in their pocket, and the background is a plain reddish wall.
Two people riding in a golf cart on a golf course, smiling and enjoying a sunny day with trees in the background for lululemon campaign.
Two people sitting in a golf cart on a golf course, smiling, with one adjusting a cap, and a woman with curly hair wearing a black shirt, a green water bottle, and black gloves.
Two people sitting in a golf cart on a grassy field, smiling and looking at each other. One person is holding a green water bottle, and the other is wearing a visor and gloves.
Two people walking on a golf course with golf clubs, smiling, with trees in the background for lululemon campaign.
Young man smiling after hitting a golf ball with a driver, outdoors on a sunny day for lululemon campaign.
A young man playing golf on a sunny day, wearing a yellow polo shirt, dark pants, a white cap, and a golf glove, holds a golf club as he looks down at the golf ball.
A man playing golf on a sunny day, wearing a yellow polo shirt, dark pants, white cap, and golf glove, with trees and a blue sky in the background for lululemon campaign.
A person swinging a golf club on a golf course with trees in the background.
A golfer in a yellow shirt and black pants preparing to hit a golf ball on a tee on a sunny day with green trees in the background.
A woman with curly hair dressed in black, playing golf on a lush green course with trees in the background for lululemon campaign.
Two women standing on a grassy hill, holding golf clubs, with a background of trees and a cloudy sky during sunset.
A woman with curly hair is swinging a golf club, preparing to hit a golf ball, outdoors in natural lighting for lululemon campaign.
Two people, a woman and a man, walking outdoors during sunset, with a yellow sky and grassy field in the background.
Two children, a boy and a girl, playing golf outdoors on a sunny day. The boy is swinging a golf club, and the girl is standing in the background near a sand trap with yellowish grass and trees around for lululemon campaign.

Our casting strategy was clear - featuring a diverse and magnetic group to defy traditional beauty standards and expand the definition of the 'athletic body'.

A woman jumping over a resistance band in a gym on the left and a woman holding a medicine ball in a gym on the right.
A side-by-side collage of two women: the left woman has long brown hair with bangs, smiling and holding a patterned piece of clothing, while the right woman also has long brown hair, is wearing a tie-dye sweatshirt, and is standing outdoors against a
A woman wearing a green hoodie, beige shorts, and a baseball cap, standing outdoors in an urban environment with buildings and a metal fence in the background, smiling and looking up.
A woman practicing yoga outdoors with eyes closed, hands in prayer position, wearing a sports bra, lit by sunlight, against a background of a building and cactus for lululemon x saje collab.
Close-up of a young woman with dark hair in a bun, wearing a green tank top, standing against a teal wall for lululemon x saje collab.
A person holding a small brown bottle with white cap labeled 'Saje' and a roll of yoga mat in the background on wooden floor for lululemon x saje collab.
A person is holding a small dark bottle labeled 'Saje' and a white device, possibly a wellness or aromatherapy diffuser.
A woman with earrings and rings uses a roll-on essential oil from a small amber bottle on her neck for lululemon x saje collab.
A small amber glass bottle labeled Saie Natural Wellness deep breath revitalizing diffuser blend with its black cap removed, two other skincare products in amber bottles in the background, and a closed metallic container on the right, all placed on a
A tabletop with a green bag, a white vase, a small bottle of Saje essential oil labeled 'Deep Breath,' and a wooden bowl containing a stick and other small items, with large windows and trees outside in the background.
A white travel case with the Saje logo on it, a small bottle of Saje essential oil, a brown Saje roller bottle, and a white Saje device inside a brown bowl, all on a white table for lululemon x saje collab.

This focus on inclusivity and authentic storytelling resonated deeply with Lululemon's core community, strengthening connections and a space where everyone feels empowered to move, connect, and thrive.

A woman doing a workout with a medicine ball, accompanied by the text 'Stronger than the average set.'
A young woman with long brown hair standing on a city street, wearing a tie-dye sweatshirt and beige biking shorts, holding a yellow handbag, with text that reads 'For the love of self-expression.'
Close-up of a woman with curly hair adjusting her hoodie, with the text 'Play both sides this season.'
Woman with curly hair wearing a light-colored jacket with a hood, adjusting the hood, outdoors in a city or park setting.
A woman with curly hair walking across a city street at an intersection, wearing a white jacket, beige top, brown pants, and white sneakers, near traffic and pedestrian signals.
Young woman with curly hair standing outdoors against a dark brick wall, wearing a white jacket, brown jogger pants, white sneakers, and carrying a small pastel green crossbody bag.
Close-up of a person wearing a beige jacket with a green and gray crossbody bag, standing near a window for lululemon campaign.
Young woman in black sports bra and brown pants holding a water bottle, walking past closed storefront with graffiti on the wall.
A woman with curly hair wearing a white fleece jacket walking on a city sidewalk with boutique storefronts and cafes in the background for lululemon campaign.
A woman in a green sweatshirt and cap smiling and adjusting her hair outdoors in front of a building.
Person wearing a green jacket, beige shorts, and a white shirt inside, standing outdoors with trees and a blurred background.
Close-up of a person wearing a green jacket and beige shorts, holding the drawstring of the shorts with their left hand for lululemon campaign.
A woman wearing a green sweatshirt, beige shorts, a green cap, and white long sleeve shirt underneath, laughing in front of a metal grid wall.