i wrote this manifesto to support the launch of footwear on international women's day. it was featured at the launch event, in seeding kits, and at retail—where it continues to live in a shorter form. 

we started with a reveal that footwear was coming soon
the agency droga 5 created this beautiful series to support the launch
directed by Sophia Allison
Mirna Valerio  
Ultra-Runner, Author, Adventurer, lululemon Ambassador  
Kadeena Cox, MBE  
4-time Paralympic Gold Medalist and World Champion, lululemon Ambassador  
Colleen Quigley
Track & Field Athlete, Champion, Mentor, lululemon Ambassador
Changning Zhang  
Runner, Olympic Volleyball Gold Medalist, lululemon Ambassador 
when footwear dropped, we launched communications about the first shoe in the lineup: blissfeel
check out the current dot come in the links below:
story page:
pdp page:
our internal team created paid videos to drive awareness and sales. here are a few of them.
ooh roundup
mural that was featured in mirna's hometown
in-store round up
social roundup
pr roundup
just a few of the results: 
the largest, most impactful PR launch in lululemon history
10.4B earned media impressions
2022 Women’s Health Sneaker Awards
Top morning show appearance on the TODAY Show 
15M organic impressions
sold out of most colours in the first week

campaign credits:
copy director: arrabelle stavroff
senior art director: kim winderman
art director: chelsea flaherty
photographer: Magda Wosinska​
senior copywriters: sarah johnson, ryan leeson
senior designer: Edward Baigrie
designers: Nicole Fratesi, Suzanne Latter
senior creative directors: damien webb, jason effmann
senior director of strategy: pat jeffers
brand manager: Rach Casciano
agency for hero films: droga 5
director for hero films: Sophia Allison
internal editor: stephen leck
production designer: cheryl hopson
and so many more

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