CONSUMER INSIGHT

Men feel pressure to always have that grind and grit mentality when it comes to living a healthy lifestyle and getting “fit”. There is a damaging stereotype of the “healthy and fit” man who is either running a marathon or on a strict lifting regime.

BRAND INSIGHT

Lululemon is not made for one certain body, man, workout. Unlike other athletic wear brands, Lululemon celebrates movements of all kinds and all degrees for their male customers.

STRATEGY STATEMENT
For the male movers who prefer a brisk neighborhood walk to an ultra-marathon, Lululemon offers athletic apparel that takes the pressure off of breaking a sweat.

FULL BRIEF

Brand Background: Lululemon is an athletic wear company that has developed a cult-like following of active women everywhere. It’s “athleisure” wear products include leggings, sports bras, t-shirts, sweatshirts, and more. Lululemon encourages mental, physical, and spiritual wellness, drawing inspiration from Yogi values. After selling women’s clothing for 17 years, Lululemon released its first men’s clothing line in 2015. Since then, Lululemon has struggled with building strong brand awareness with men, with only 21% of their 2019 profit coming from selling men's athletic wear and accessories.

Competitive/Market Info: The major competitors in men’s athletic wear include well-known companies like Nike, Adidas, Puma, and Under Armour. The market for women’s athletic and athleisure wear is far more saturated than that of Men’s.

Advertising objective: The objective of this ad is to brand Lululemon as the athletic wear brand for every man. Lululemon encourages guys to workout in ways that make them feel good and increase their quality of life. Also to flip the gender stereotype of the “Active Man” in the athletic wear industry.

Target Audience: The target audience is the average 20-45 year old in the United states. These men are not pro-athletes, but they do know that moving their body makes them feel good. They couldn’t tell you their bench or back squat PR, but they might have recently run a 5k with their friends.

Brand Insight: Lululemon is not made for one certain body, man, workout. Unlike other athletic wear brands, Lululemon celebrates movements of all kinds and all degrees for their male customers.

Consumer insight: Men feel pressure to always have that grind and grit mentality when it comes to living a healthy lifestyle and getting “fit”. There is a damaging stereotype of the “healthy and fit” man who is either running a marathon or on a strict lifting regime.

Strategy Statement: For the male movers who prefer a brisk neighborhood walk to an ultra-marathon, Lululemon offers athletic apparel that takes the pressure off of breaking a sweat.