lululemon promotes wellbeing for everyone with new campaign

Yoga and activewear brand lululemon has unveiled a new campaign to inspire everyone to gear up and move together. Also known as “Together we grow”, the campaign launched across APAC aims to empower all through movement and community, making every stride lighter and every challenge more enjoyable. 

Running from 10 September to 11 November, the campaign features its ambassadors, including actor Park Seo Jun, Amotti, the winner of Physical: 100 Season 2 – Underground, and Leah Simmons, founder of KAAIAA. Having first debuted as a lululemon ambassador, Park is dedicated to running, calisthenics, and weightlifting alongside his acting career, according to the release.

According to Park, the entertainment industry in Korea and today’s pop-idol culture can create immense pressure and high expectations. “Together with lululemon, I wish to encourage people to keep moving their bodies and keep connecting with others, and to find their own authentic way to be well. I hope we can develop a culture where it’s natural to openly talk about our feelings and express emotions.” 

Meanwhile, Amotti was informed that he might never walk again following an accident in 2021, but he made a comeback to win Netflix’s Physical: 100 Season 2 – Underground (2024). His inner circle helps push him through his lowest moments, according to the release. “The driving force and foundation for my growth is doing things I like with people who like them. Infinite possibilities unfold when we help and guide each other, and work together,” Amotti said. 

KAAIAA founder, Leah Simmons unexpectedly suffered her own health setback earlier this year. She returned to her KAAIAA studio to host a class just one month later. “I realised that part of my healing journey was to find what gives me life and sparks joy. For me, that is teaching my students and connecting with my community," she said.

A spokesperson from lululemon told MARKETING-INTERACTIVE that the campaign is leveraging earned media, social platforms and online channels to inspire everyone to unlock the power of moving with others.

As part of the campaign, a challenge called #togetherwegrow has been launched to show the brand’s commitment to wellbeing for all through social action. From 10 September to 12 October, lululemon’s ambassadors, stores, and partner studios will lead communities across Asia, Australia, and New Zealand to reach the collective goal of “one million minutes of movement with others.”

Participants can share a photo or video of themselves engaging in physical activity with one or more friends on Instagram Stories. For each person featured in their content, 30 minutes of movement will be added to lululemon's goal of one million minutes across Asia, Australia, and New Zealand.

In terms of marketing strategies, the spokesperson said the lululemon ambassador collective for the campaign seeks to inspire and empower communities in APAC to unlock the power of movement. Meanwhile, the grassroots approach to the #togetherwegrow Challenge is designed to foster a greater sense of belonging that is proven to improve wellbeing. 

"Lululemon is committed to supporting the wellbeing journeys of all, placing community at the forefront of the 'Together we grow' campaign to emphasise the joys and benefits of moving together with others," the spokesperson added.

Nathan Chang, vice president of brand marketing, APAC, lululemon, said: “We hope this new campaign and collective action will highlight the joy of moving and the power of community movement, while further growing our commitment across the region. By kicking off a friendly challenge, we introduce a clear, easy way for all to rally around one message: Moving with others is a powerful tool to support and boost your wellbeing.”

Don’t miss: lululemon redefines wellbeing with 'Wing Chun'-themed dance in CNY campaign

Back in January, lululemon launched a Lunar New Year campaign featuring Malaysian actress and producer, Michelle Yeoh, to celebrate the arrival of spring, a season signifying rebirth and new beginnings.

As part of the campaign, a short film named “Be Spring” is launched featuring Yeoh and eight theatrical dancers from the Shenzhen Opera and Dance Theatre. While the short film was shot in the mountain settings of Jingning (景寧) and Xiandu (仙都), it presents a poetic enactment of the meeting of mind and body and explores the concept of well-being, aiming to invite viewers to find eternal spring in their everyday lives.

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