Get into it: Short Circuit

Lululemon need to acquire new customers into their community, with a core focus on engaging with and acquiring men.

Acquiring a male audience into a previously female focused brand comes with challenges but isn’t impossible.

To embrace the spirit of hard training within a community-driven atmosphere, we created an immersive workout experience shaped by light and sound. High-intensity circuit sessions were led by lululemon ambassadors Justin Knüssi, Jake Williamson, and Hazel Wallace, with high-energy music serving as our creative hook.

Sessions were soundtracked by rising DJ superstars Katie Baxter and DJ Mimi, with bespoke visuals adding to the club culture-inspired ambiance. Fostering community and connectivity was central to our experience. Guests began each workout at our connection wall for intention setting with our ambassadors, who encouraged a collective headspace to enhance their pre-workout mindset and foster meaningful connections.

The product display showcased the shorts range and campaign photography in a playful, interactive manner, mirroring lululemon’s retail window display designs and offering guests an elevated photo opportunity. Post-workout, guests headed outside to our lulu-lemonade truck for freshly made smoothies and protein bars, allowing them to refuel while enjoying time to connect with others and the ambassadors.