Align Get Into It
Seed + lululemon bring to life the bodega of dreams, to launch the buttery soft product of Align
lululemon wanted to increase their brand awareness and familiarity amongst the Gen Z audience.
We know lululemon's brand ambassadors and influencers love the buttery soft product of Align - it’s the content they push out to their following which makes others love it too.
We launched the lululemon minimarket in the heart of London’s most creative and fashionable hub, Shoreditch.
Elevating a local bodega of dreams, we displayed lululemon product amongst brightly coloured crates and intertwined product messaging into playful cereal boxes, tomato tins and tubs of butter.
Kicking off the experience with healthy breakfast options and fresh juices, we gifted brand ambassadors and influencers with full outfits housed in personalised lockers. Kitted out head to toe in lululemon, they were ready to pose for a photo in our iconic fisheye mirror.
To end the experience, we treated them to a zen-out session guided by yoga instructor Sanchia Legister. Get Into It!
lululemon brand ambassadors and press attended the x2 sessions
combined reach on social posts
We created the vibrant lululemon Späti and Kiosk in central Berlin and Munich, hosting the ultimate social sharing playground accompanied by a relaxing yoga session.
The bold and colourful spaces replicated classic mini market styles, whilst bringing to life the Align campaign imagery - fully kitted with everything from chequered flooring to an array of old school sweets and countertop treats, retro TV’s and a fisheye mirror.
Each guest was gifted with a pair of the buttery soft Align leggings and invited to form check their fit in the Späti or Kiosk. Following a relaxing zen-out session guided by well-known yoga instructors, they were treated to branded fresh juices and Tony’s Chocolonely bars which inspired further social moments.
attendees over 10 sessions in Berlin and Munich (114% to target)
social posts with a combined reach of 21.2 million
influencers pushing out content throughout the day
76K + 80K
combined impressions across 10 IG stories
sticker taps to @lululemoneurope