Rebranding lululemon amid csr + esg crises
When tasked with choosing a company that may or may not be problematic, my partner Maddie Lemmon and I immediately went to a company with quite the turbulent past: lululemon. Amid a new CEO change, various issues within their environmental/labor efforts, and the overall stigma of their incredibly small, restrictive sizing — lululemon proved to be a challenge to rebrand. However, in the process we created newlulemon: lululemon’s environmentally conscious younger sibling.
Addressing the elephant in the room (in)correctly
For the social strategy, we decided to address serious problems like most previously unapologetic influencers do — posting a notes app apology. While these apologies are generally seen as insincere, Maddie Lemmon and I thought that our generation might see it as a breath of fresh air to what lululemon normally portrays itself as: sterile and otherwise corporate.
Print ad activations
Trying to communicate both the plans for the future AND push the new less sterile aestethic of newlulemon.
Video to (re)introduce lululemon
It all started with the change of a CEO, from one problematic man to one that sees the problems in lululemon and has vowed to change it. This 60 second video spot would be a perfect way to set up the rebranding of lululemon into newlulemon.
Video to introduce the joy is sustainable activation
introducing Joy is Sustainable: a lululemon campaign to introduce the sustainable initiatives that newlulemon is introducing. This campaign consists of pop-ups across the country for customers to turn in used products to receive lightly, used and verified Like New products. If someone decides to buy more than what they traded, 100% of the proceeds go towards the new lululemon sustainability fund which goes towards making shipping more sustainable.