In 2024 lululemon refreshed it’s brand identity and I saw an opportunity to turn regular product seeding into a more inspiring experience. Encouraging Ambassadors to tell our product stories to their communities through a unique packaging concept.

To bring this idea to life, we partnered with Parker and Imprimerie du Marais to craft a sophisticated packaging experience designed exclusively for lululemon ambassadors.

 This elevated solution showcased the versatility of lululemon’s performance and casual apparel, blending luxury and functionality to reflect the high performance, high style product.

Upon receiving the packages, Ambassadors shared un-boxing videos, style guides, and gym fit-checks that validated product through style influence and athletic expertise. Driving significant earned media reach and increasing purchase consideration of key seasonal styles through social content.

In Numbers

01 Season
42 Ambassadors
02 Key looks per Ambassador
4.2M Impressions
$104k Earned media value