lululemon — Proud & Present

Encouraging Reflection During WorldPride

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 LGBTQ2IA+ 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 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 LGBTQ2IA+ 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.

The 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.