Encouraging reflection during WorldPride.

lululemon

Proud & Present

Taking inspiration from lululemon’s roots in yoga, and acknowledging that this was the 50th anniversary of Stonewall, we created Proud & Present, a campaign centered around encouraging reflection on this moment in time for the LGBTQ+ community. The campaign was brought to life via social content, two IRL experiences, and in-store assets used across the continent.

Campaign Content

We found the most authentic spokespeople possible–lululemon’s employees.

After developing the strategy, campaign messaging, and a visual identity, we assembled a lululemon advisory board to weigh in. Together, we developed a series of questions that touched on anything from personal topics to broader issues related to the LGBTQ+ community at large.

We then invited some employees and ambassadors to reflect on the topics, which we captured through a series of intimate photos and video pieces. These portraits were shared with the world via lululemon’s Instagram page throughout Pride Month.

Experience

In addition, we brought the full collection of answers to life through an installation at Hudson River Park. The piece lived on the pier for the two final weeks of Pride month and invited people to add a moment of reflection to their own celebrations.

Sharing in Community

To give the community further space to slow down and reflect, we worked with lululemon to host a special yoga practice at Hudson River Park, inspired by the LGBTQ+ topics we helped create. 

The donation-based practice raised money and awareness for the work that The Trevor Project is doing with the LGBTQ+ youth.

For the month of Pride, Proud & Present was featured in all lululemon’s North America stores. A limited-edition line of shirts was also made with the proceeds going to The Trevor Project.

Be proud. Be present.