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lululemon launches its first fitness streaming platform

After acquiring Mirror, the pandemic-famous virtual gym, lululemon needed to rebrand the product to include its extensive content suite. Now named Studios, the hardware hosts workouts and meditations from its ambassadors, but also bespoke content from the best boutique studios in the world.

So with best-in-class content and stellar production quality, it’s rivaling the likes of Netflix. Our brief to ourselves? Rival Netflix for real by launching a stellar Hollywood-esque streaming service – and launch as an epic blockbuster hit.

Ambassadors

We features the best instructors from the country’s world-famous studios, like Y7 Yoga, Dogpound, Rumble, Forward Space, Pure Barre and more.

The Trailers

By garnering excitement for a brand that has no business in the blockbuster space, we doubled projected sales at launch – and won awards.

The cut-downs feature each studio as its own film genre, from Action to Rom Com.

Visual Identity

We thoughtfully designed “movie posters”, pulling references from the richness of the movie and streaming industries, while spotlighting the instructors as actors in their own movie genres.

PR Event

Our big PR stunt hosted hundreds of journalists and influencers in a recreated movie theater to immerse our guests into the blockbuster experience. The format was also recreated on a smaller scale in markets across the US and Canada.