Green Screen Advertisement

Lululemon 


Brand name: Lululemon 


Taglines/Words of Wisdom: 

• “Be all in” 
  
• Mindfulness, sweat, community and more. 
  
• Take-action
  

Hashtags

• #thesweatlife
  
• #lululemonFURTHER
  

Themes: 

1. Colours: Red, Grey&Black
   
2. Symbols: Lululemon logo, meditation symbols.
   
3. Photos: athletes, running/yoga, sporting arenas. 
   
4. Mood: Empowerment 
   

Lululemon Athletica, a beloved North American athletic brand, is more than just a brand's community. Originating as a yoga brand, Lululemon has evolved into a lifestyle brand that is inclusive and accessible to everyone, from the everyday individual to the highest level of athletes. They've fostered a large athletic community by connecting various individuals. This is seen through their Instagram bio: “Mindfulness, sweat, community and more,” as well as their social media posts, promoting wellness across various individuals who enjoy movement. 


Emotional Techniques: 

Lululemon’s tagline, “Be All In,” describes how anyone can be an athlete, regardless of skill or upbringing. The brand reinforces this through its In-store events, such as free yoga classes and wellness workshops. Furthermore, their program Sweat Collective collaborates with local athletes and fitness enthusiasts who become Lululemon ambassadors to promote the brand and engage with the community. 

The #sweatlife hashtag creates an emotional connection by promoting a lifestyle aligned with its target audience. Phrases like #thesweatlife and “the practice of possibility” inspire customers to live active and fulfilling lives. Coupled with visual storytelling, Lululemon showcases these phrases with real people engaging in fitness, which customers find relatable and motivating. 


From a swimmer's lens, I can attest to Lululemon for staying true to its word and being a brand for anyone who associates with a wellness lifestyle. The Canadian 2024 Paris Olympic swim team is sponsored by the brand. Seeing athletes on the team represent the Leaf, and Lululemon inspires me and others that these dreams of making an Olympic team are possible. Moreover, it reinforces the idea of community sought out by Lululemon since, despite not being on the team, I share a similarity of enjoying movement and wearing active clothes. 


My advertisement: 

    My advertisement aims to evoke emotion while maintaining Lululemon's community-based aura. Predominantly directed at girls, the term “sweet treat” has become popular in recent years to normalize the love of eating sweets after dinner. According to Hughes (2018), girls are drawn to purchase materials promoting normative tendencies of femininity (p. 14). Featuring specific messages aligning with marketing can help create a strong community with consumers and brand connections (Hughes, 2018, p.5). By integrating the sweet message into my advertisement, I aim to normalize and celebrate sweets, fostering a positive and balanced relationship with food and exercise. 

This approach promotes a healthy balance, consisting of the balance between indulging in treats and engaging in activity. The concept of balance, which resonates with yoga and Lululemon’s values, helps combat the negative connotations often associated with food and exercise in society. By showcasing the balance, I am to empower the audience to feel confident. This message encourages a holistic wellness view consistent with the brand's goals. After all, life's simple pleasures are a vital part of a healthy lifestyle. 

Works Cited


Hughes, R. (2021). “Once you shop, you can’t stop”: Are big-brand companies producing games for girls, or girls themselves? Gender and Education, DOI: 10.1080/09540253.2021.1962517


Linggi, K. (2023, December 26). The phenomenon of the “sweet little treat.” Spoon University. https://spoonuniversity.com/lifestyle/the-phenomenon-of-the-sweet-little-treat 


Lululemon. (2024). Our philosophy: Designs: Lululemon Athletica. Our Philosophy | Designs | lululemon athletica. https://shop.lululemon.com/designs/_/N-1z140xkZ1z13xio 

Policella, G. (2024, February 27). How lululemon uses lifestyle marketing to create a strong brand community. Loyalty & Reward Program Insights from Smile.io. https://blog.smile.io/how-lululemon-uses-lifestyle-marketing-to-create-a-strong-brand-community/