Objective: To launch Lululemon’s entry into the athletic shoe market to create awareness and drive sales for the new line in Canada. The entire premise behind the entry into this market was to build a female-specific engineered shoe, offering footwear built around a woman’s foot.
Goal: To promote Lululemon by offering a personalized and high-quality product that motivates women to stay engaged and tuned into their workouts.
Target: City-dwelling Millennial women aged 25-38 living in Canada, passionate about fitness and technology. The existing customer, who is always looking for better sneakers that prevent injury. They’re self-motivated, and seek high-performance athletic gear, and need music while exercising to improve their workout.
The Answer: Each shoe has a unique Spotify code embedded onto the soles. Scanning the code reveals a personalized playlist tuned into its unique “Feel”. Regular exercise and listening to music have been found to have undeniable health benefits, for both the body and mind. Merging these two practices, we encourage an overall, well-rounded and healthy lifestyle.
Role & Contributions: Graphic Design, Art Direction, Copywriting, Strategy
Team: Natalie Grakovski, Haley Greene, Mitch Lowes
Recognition:
2023 RGD Student Awards Honourable Mentions