lululemon San Diego Run Club

I launched a community-focused run club as part of lululemon San Diego’s local engagement strategy, creating an inclusive space for connection, movement, and brand advocacy. Centered around lululemon’s commitment to sweat and community, the club welcomed runners of all levels and quickly became a consistent touchpoint for local guests, ambassadors, and store teams. I led all aspects of the initiative from concept development and route planning to promotion and partner outreach, fostering a loyal, growing community that reflected the energy and values of the lululemon brand.

The San Diego store wasn't positioned as a run club location — which meant building one required more than logistics, it required changing how the community perceived the store itself. The Run Club was designed as a recurring community touchpoint that would do three things simultaneously: drive consistent foot traffic, develop the local ambassador ecosystem, and establish the store as a genuine home for runners, not just yogis. Growth was intentional and low-cost: social media presence kept the program visible, in-store conversations turned guests into participants, and the energy of the runs themselves generated organic word of mouth that no paid campaign could replicate. What started as a program launch became proof that a store's identity isn't fixed. It's built, week by week, through showing up consistently for the community around it.