Story

To build brand love and deepen its connection with communities, lululemon needed a concept that turned movement into meaning. So we created Club 600, a science-backed series proving that it takes 600 seconds of movement to unlock endorphins. A unifying idea that let lululemon partner with diverse communities to test how connection, joy and belonging could be built through sweat.

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Action 

Across three summer events, Club 600 brought the theory to life through Train, Tennis and Trail - each powered by 600 seconds of shared movement.

Train: We transformed a London Bridge warehouse into a high-energy club-style gym with DJ sets and visuals, inviting Gayns — the queer fitness collective — to lead 600-second circuits that turned sweat into celebration.

Tennis: At Battersea Park, three London communities - Forty Forty, Black Tennis Mentors and SheCanServe - hit the courts for 600 seconds of rally-fuelled connection, joined by lululemon ambassadors to amplify the energy.

Trail: Partnering with Overground, we took movement out of the city and into nature, guiding walkers through 600 seconds of mindful intention-setting before a communal countryside hike and lululemon-branded picnic under the sun.