Enlite Bra

C RE ATIVE P RE S E NTATION
09.1 3.16

Dear lululemon,
Were in love with Enlite Bra. Our quest for the right bra to support us on the go, from our longest
run to the challenges we face in the course of our day, will soon be over. Its promise of comfort,
support and fit is the message that we are excited to help you tell so that women, like us, can focus
on living our lives to the fullest.
In the following pages we will share with you some of our strategic insights, as well as several
campaign concepts and executions for the launch of Enlite Bra in Spring 2017.

We love Enlite Bra because it:

WORKS WITH THE BODY, NOT AGAINST IT
Manages movement
Ensures every component has a function
Delivers a continuous look and feel

UNLOCKS POTENTIAL

RESTORES FOCUS

Empowers lifestyle
Improves airflow
Balances performance and beauty

Eliminates distractions
Contours the body for a perfect fit with Ultralu
Unifies comfort, beauty and support

INTRODUCES A NEW WAY OF RUNNING

Frees the five senses
Achieves the perfect pace
Streamlines the running experience

C ONC E PT
01

For your body.

For your run.
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For your body. For your run.

Fit. Feel. Focus.
Enlite Bra is designed for a distraction-free run,
mile after mile.
This concept speaks to what Ocean wants from a running bra, helping her
block out distractions and become truly centered on her run, ready to unlock
her full potential. It positions Enlite Bra as a partner that understands her
love, her drive, her reasons to runthe feelings that make her a runner at
the core.

F O R YO U R B O DY. F O R YO U R R U N .

EXECUTION 1:
RENEW YOUR RUNNING VOWS
Were going to bring the community together to share their
personal connections to their workouts, making Enlite Bra
part of a commitment to renew their love of running.
SOCIAL

Leverage 30 influencers to renew their running vows for 30

days in Enlite Bra, posting to their social channels. Capture
key tips, quotes, and challenges from these women and
create collective stories to post on lululemons channels and
email newsletters.
I N S TAG R A M C A P T I O N

I love an upbeat Sunday workout to start the week. It used to

be the best way to get my girlfriends together for a run and
then hang after. When our schedules changed, we went from
doing it weekly to monthly to barely ever. The @lululemon
challenge to #RenewYourRunningVows with Enlite Bra made
me realize how much I missed our runs. Turns out they did,
too. Now were back at it every Sunday.

F O R YO U R B O DY. F O R YO U R R U N .

EXECUTION 1:
RENEW YOUR RUNNING VOWS
EMAIL

Email newsletters highlight our influencers who

have renewed their running vows and taken
part in the 30-day challenge. Quotes from their
personal journeys inspire readers to renew their
own vows and take part in the challenge at their
local lululemon store.
The email also includes a CTA to the
e-commerce store where guests can shop the
newly launched Enlite Bra directly, renew their
running vows on Facebook, and post their vows
to their socials.

F O R YO U R B O DY. F O R YO U R R U N .

EXECUTION 1:
RENEW YOUR RUNNING VOWS
I N - S TO R E ACT I VAT I O N

When purchasing Enlite Bra in-store, guests are encouraged

to be a part of the Renew Your Running Vows community
wall. Store ambassadors will snap a polaroid of them and
invite them to personalize their photo with a handwritten vow
and stickers.

F O R YO U R B O DY. F O R YO U R R U N .

EXECUTION 2:
ITS MY

BRA.

Were going to give women a platform to define Enlite Bra

on their own terms, based on what the bra enables them to
achieve and unlock on their own journey.
D I G I TA L A DV E R T I S I N G

Dig deeper into understanding what this bra means to the

woman wearing it and bring to life a more personal story of
how this bra makes her feel when she is distraction-free and
centered on her run.
Ask influencers, ambassadors, and guests what this bra
means to them, photograph them in their pursuit, and create
content that conveys the seamless versatility of Enlite bra.

F O R YO U R B O DY. F O R YO U R R U N .

EXECUTION 2:
ITS MY

BRA.

SOCIAL

Leverage our women who are excited to share their real

stories about being distraction-free with Enlite Bra to post
their fill-in-the-blank messages on their own social channels.
VISUAL MERCHANDISING

Window displays will feature local women and their stories

surrounding Enlite Bra.

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For your body. For your run.

Why this works:
Emphasizes that Enlite Bra is made to fit and support the way you
run in a personalized way
Brings the voice of the community into the campaign to define the
bra on their own terms
C
 reates space for a wide range of reasons to run to be expressed
(and therefore related to) by our audience

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C ONC E PT
02

Free. Yourself.

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FREE. YOURSELF.
Feel your run, not your bra.
Handcrafted for your body in motion, mile after mile.
This concept is all about breaking away from the pain and struggle of past sports
bras and getting more connected to what really matters: your mind, your body and
your run. It gives Ocean a feeling to aspire to, and achievea feeling that is true
to what lululemon is known for. It positions Enlite Bra as an answer to a problem
all women can relate to the inadequate fit and feel of most sports bras when it
comes to running.

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FREE . YOUR SELF.

EXECUTION 1:
FREE. YOURSELF. DIARIES

FREE

Were going to use real women to tell a two-part story

about Enlite Brathe Free story of how it makes them
feel, and the Yourself story about why the feeling of
their run matters.

1. FREE TITLECARD

2 . E X P L A I N P R O D U CT I N N OVAT I O N

VIDEO

In a video series, Oceans and influencers tell their Free

story - how it feels to wear and run in Enlite Bra - and
their Yourself story - why running matters to them and
the feeling they get from it.

YOURSELF

V I D E O N A R R AT I V E

3. EXPLAIN FIT AND COMFORT

4. YOURSELF TITLECARD

5 . E X P L A I N S E N S AT I O N

6 . H O W S E N S AT I O N L E T S H E R B E H E R S E L F

Im used to my sports bra being the biggest barrier

between my body and a satisfying run. Enlite Bra is
different. It fits, it supports me. It just works.
I couldnt get my last sports bra off fast enough. Enlite
Bra is comfortable enough to keep on after my workout
and still feel good for the rest of the day. Thats huge.
It does the job its made for, you know? It gets me back
to the feeling that made me a runner to begin with.
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FREE . YOUR SELF.

EXECUTION 1:
FREE. YOURSELF. DIARIES
SOCIAL

On social, women are invited to share their

own Free stories of how Enlite Bra brings a
new sensation to their run, and their Yourself
stories of why running is so important to them.
I N S TAG R A M C A P T I O N

I never thought I could feel so connected

to my run, and unhindered by my running
bra. @lululemon Enlite Bra has unlocked the
sensation that made me a runner to begin with.
#freeyourself

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FREE . YOUR SELF.

EXECUTION 2:
THE SPORTS BRA BARRIER
Were going to get real about running brasmany
of them hurt, work poorly, and get in the way of a
satisfying run. Lets bring people together to talk
about the solutions to their problems, embodied by
Enlite Bra.
I N - S TO R E ACT I VAT I O N

Lets face it- most sports bras keep people from

enjoying their run, or even running altogether. Lets
bring together industry professionals and runners
for an in-store panel discussion on sports bra
problems and solutions. The conversation touches
on the innovations behind the newly launched
Enlite Bra and the sensations one experiences when
running with it.
Afterwards, guests will be fitted in Enlite Bra with an
industry professional or ambassador.

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FREE . YOUR SELF.

EXECUTION 2:
THE SPORTS BRA BARRIER
VIDEO SERIES

For those who couldnt make it, a video series

captures the energy of the event and recaps
insights, which will be distributed on lululemons
and influencers social channels.
PODCAST

The recap videos will also live as podcasts,

edited to a length and structure perfect for
listening to on a long run.

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FREE. YOURSELF.
Why this works:
T
 aps into every runners desire to feel free to unlock her potential,
as well as her personal reasons for running in the first place
A
 cknowledges the real problems women face when it comes to running
in a sports bra and positions Enlite Bra as an attractive solution
S
 hows that lululemon understands what a woman really wants from a
sports braa distraction-free run and a fit that works well for her body

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C ONC E PT
03

With you. For the long run.

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With you. For the long run.

Enlite bra. Designed for every body.
Handcrafted with comfort for the long run.
So many sports bras work against you. Enlite Bra works with you, understands you
and supports you through your workout. This concept lets Ocean know that Enlite
Bra is built to go further and help her unlock more of the feeling she wants over the
course of her run and her day.

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WITH YOU. FOR THE LONG RUN.

EXECUTION 1:
THE LONG RUN
Were going to transport women to idyllic
running locations, showing Enlite Bra in action
as the aspirational answer to what they want
and need out of a run.
VIDEO

1 . R U N N E R 1 I N H E R LO N G R U N LO C AT I O N

2 . R U N N E R 2 I N H E R LO N G R U N LO C AT I O N

3 . R U N N E R 3 I N H E R LO N G R U N LO C AT I O N

4 . R U N N E R 4 I N H E R LO N G R U N LO C AT I O N

Women are filmed running in Enlite Bra,

surrounded by breathtaking views, while
voiceovers describing the experience bring their
personal stories about the bra and their run to
life.
VOICEOVER COPY

Since my first trip to Rocky Mountain National

Park, Ive been dying to run Trail Ridge Road.
Ive even had dreams about it. Now that Ive
escaped my life in the city to do it for real, Im
reconnecting with the runs I went on growing
up. I feel liberated, driven to push myself harder.
Enlite Bra is working right along with me.

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WITH YOU. FOR THE LONG RUN.

EXECUTION 1:
THE LONG RUN
SOCIAL

Kick off #TheLongRun with stories of influencers

long runs in amazing locations all over the world,
inspiring followers to take part in a social contest
to win a trip to their dream run location. Followers
will enter the contest by describing their vision
and posting with the hashtag #TheLongRun and
tagging @lululemon.
I N S TAG R A M C O P Y

Ive never been to Ireland, where my mother is

from. I love the photos of her as a teenager in the
green, rolling landscape. Living in LA, my runs take
me through Hermosa Beach, but I dream of the
solitude and serenity of the place where my mother
grew up. People ask me, You want to go to Ireland
just to run? and my answer is yes. Thats exactly
what I want to do! #TheLongRun

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WITH YOU. FOR THE LONG RUN.

EXECUTION 1:
THE LONG RUN
EMAIL

Email newsletters highlight our influencer stories

from the video series, The Long Run, inspiring
readers to learn more and enter the contest on
social.
Each newsletter focuses on one individual and
highlights an emotional connection between Enlite
Bra and their journey.
The email also includes a CTA to the e-commerce
store where guests can shop the newly launched
Enlite Bra directly.

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WITH YOU. FOR THE LONG RUN.

EXECUTION 2:
RUN? OR REALLY RUN?

VIDEO ACT 1
GETTING FITTED FOR ENLITE BRA

Were going to get women excited about the

ultimate feeling they desire, unlocking another
level of running satisfaction with the help of
Enlite Bra.
VIDEO

This video series documents influencers meeting

Enlite Bra for the first time, getting fitted,
discussing what it means to really run, and going
for it.

VIDEO ACT 2
D I S C U S S I N G W H AT I T M E A N S TO
R E A L LY R U N

V I D E O N A R R AT I V E

As an active runner I know the challenges that

women face in finding a sports bra that supports
them beyond the physical. Really running to me
is mental... its about no distractions, its about
having a bra that works with your body and
helps you get what you want out of your run. I
can just run, but I prefer to REALLY run.

VIDEO ACT 3
GOING FOR IT

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WITH YOU. FOR THE LONG RUN.

EXECUTION 2:
RUN? OR REALLY RUN?
D I G I TA L A DV E R T I N G A N D O U T O F H O M E

Lets photograph our women after a light jog and then again
after a real run to illustrate that Enlite Bra has been the
difference-maker in the equation, enabling them to really run.
We would bring this content to life in our communities
through wheatpastings along popular run routes and streets,
with bold and simple messaging to spark curiosity.

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With you. For the long run.

Why this works:
L
 eads with a strong visual connection to the powerful feeling you get
from running somewhere beautiful, elevating Enlite Bra and the way you
experience it
C
 reates a platform to tell deeper stories about why women run and how
Enlite Bra understands and supports their reasons to run
D
 emonstrates lululemons long-term commitment to the runner that
empowers our audience while also speaking to the long-run wearable
performance of Enlite Bra

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C ONC E PT
04

The One to Run.

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The One to Run.

You run best when you move as one.
Introducing Enlite Bra. A holistic approach to design,
fit and comfort. All you feel is your run.
Enlite Bra is a seamless part of your running experience. Your bra and body move
as one. Your energy is channeled completely into your workout. Theres nothing
between you and your full potential.

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THE ONE TO RUN.

EXECUTION 1:
ENLITE BRA STREET TAKEOVER
Were going to bring together a wide range of runners, all wearing
Enlite Bra, to hit the streets as one, capturing the feelings they
experience along the way.
ACT I VAT I O N

A huge group of Oceans and influencers run through major city streets
wearing just Enlite Bra. Along the way are DJ booths, cheer stations,
handouts, juice bars, and selfie backdrops. This fun and disruptive event
is full of instagram-worthy moments for the lululemon community and
onlookers. Highlights of the events are captured on video for those who
couldnt see it first-hand and shared across @lululemon channels.

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THE ONE TO RUN.

EXECUTION 2:
THE MAKING OF ENLITE

VIDEO 1
DESIGN STORY

Were going to tell the story of Enlite Bra in three powerful

partsDesign, Fit and Feelthrough the stories of the
designers and real women who have tried and tested the bra.
VIDEO

A three-part content series rolls out to introduce the three

key elements of Enlite Bra, to live on socials and in-store.
VIDEO 2
VIDEO

FIT STORY

The first video highlights Ultralu, the process behind

developing Enlite Bra, and insights from designers who
created and tested it.
The second video highlights what makes Enlite Bra different
from other sports bras, from the new sensation it provides to
the runner, to the range of sizing, to the ease of getting it on
and off. This act includes insights from fit models who were a
part of the making of Enlite Bra from the very beginning.

VIDEO 3
FEEL STORY

The third video explores how real women feel wearing and
running in Enlite Bra. Women of different bra sizes talk about
the difference it has made in how they run and how they feel.
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THE ONE TO RUN.

EXECUTION 2:
THE MAKING OF ENLITE
SOCIAL

Before the launch of Enlite Bra, social posts highlight

the design process behind an innovative new running
bra, without completely revealing the product. These
posts include insights and quotes from the designers
themselves.
The second part of the social launch introduces
Enlite Bra and highlights the innovations and design
features that create the best fit ever. These posts
include insights from the fit models who were
involved during the process of creating Enlite Bra.
The final part of the social launch talks about the
feeling of Enlite Bra, and how the women wearing it
are elevated, because all they feel is their run.
I N S TAG R A M C A P T I O N C O P Y:

Years in the making, and its finally here... were

excited to share the design innovations that have
made our new running bra #TheOneToRun.

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The One to Run.

Why this works:
G
 ives us a platform to tell individual stories of why Enlite Bra is the one,
while also telling a community story by bringing women together to run
in Enlite Bra as one
E
 stablishes Enlite Bra as a leader in the category, created to fit both the
runners physical needs and personal reasons to run
S
 peaks to the holistic benefits of Enlite Bra, combining features all
women wantfit, comfort, freedom from distractions, unlocking ones
senses and potentialinto one streamlined solution

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Thank you