3. we are not
STANDING OUT
Men are buying the product
without subscribing to brand
3
4. diverse STRIVERS
4
AGE: 25-45;
Health conscious;
Lives in urban areas;
Busy affluent professionals;
Finds time for hobbies: outdoors, cycling, music,;
Highly educated, very liberal;
Good sense of fashion, takes care of himself
Tech savvy;
5. 5
inject the brand with
relevance for men and make
them feel proud to wear it
creative
CHALLENGE
12. 88%openness for new ideas
87%intelectual intelligence
89% being healthy
75% physical strength
13. HOW CAN WE
challenge
the TRADITIONAL
CONCEPT
of Masculinity
& show that NOT
everything in life has to be
A PERFORMANCE RACE?
14
14. BRIEF
15
GET: diverse strivers
TO: be proud of wearing Lululemon
BY: Challenging traditional concept of masculinity. Proving
that not everything in life has to be a performance race.
MEDIA RECOMMENDATIONS
Social
Digital banners
Online videos
Influencer activations
Content integrations
OOH Events
& experiential
(outdoors, gym,
cycling)
18. POSITION
to own the space
19
How can we be a part of the increasing trend of men
standing up for what’s right in our communities?
How can we celebrate them being more involved fathers
and a better contributing husbands?