We were tasked with leveraging the launch of the Take Form Yoga Mat, to position lululemon as a category innovator in technical product design.

A unique audio-only yoga class with a lululemon ambassador. The aim was to enhance the sensory experience and increase education on the technical aspects of the mat to drive longer form coverage and social content. Alongside this, we used the ‘market first’ angle to secure product placement coverage in a crowded athleisure space. We also seeded product to drive trial.

A strong press office approach utilising key spokespeople and ambassadors to support story-telling secured four pieces of deeper-dive coverage including design-led title Wallpaper* and London Evening Standard. Alongside this, we secured 15 pieces of product placement coverage in key national and lifestyle publications, both print and online, including Harpers Bazaar, Marie Claire, Grazia, SheerLuxe, Women’s Health and MSN to name a few. This blanket coverage sat alongside 14 pieces of social content of the mat captured by top tier press, which resulted in it being the must-have product to know about.

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