Building upon the success of lululemon's brand platform “Get Into It,” the AKQA New York brand communications team was tasked with crafting a campaign that was an invitation to challenge conventional ways of working out and dive into the world of holistic performance. Utilizing our star-athlete Leylah Fernandez, we used her passion and purpose across movement modalities to personify the product. Lululemon Fast & Free, Wunder Train, and Align leggings were designed to help people tap into their calling. Each Legging serves a different purpose, but all are made to encourage guests to approach their passion courageously and confidently. We distinguished between these three different legging’s through the performance lenses of running, training, and yoga. 



While this campaign is about leggings, it’s also about the different feel-states between them, and how each supports a different element in Leylah’s holistic approach to training, on and off the tennis court. Freedom & swiftness is represented by Fast & Free. Wunder Train is intensity & power. Align encourages form and body awareness. Every touch point of our campaign, from film and photography, to dot com and in-store, proves that lululemon leggings are the go-to tool for any athlete- no matter your level or training style.

My Role: Art Director
Creative Director: Nina Mourin
Design Director: Felipe Yamaoka
Agency: AKQA NYC