lululemon Modern Manor San Diego

Challenge:

lululemon needed to grow its men’s business in the San Diego region, where brand perception was still primarily tied to women’s apparel and yoga. The challenge was to create an activation that reintroduced lululemon to male consumers in a way that felt authentic, elevated, and culturally relevant.

Goal:

Design a curated weekend experience that would build brand affinity among men, deepen community ties, and create social buzz through local influencer storytelling.

My Role:

As Regional Social Media Manager, I developed and executed the social strategy for Modern Manor, a weekend-long experiential marketing campaign. I partnered with local San Diego influencers to amplify the event, managed content creation and coverage across lululemon’s regional channels, and aligned event storytelling with the brand’s larger goal of expanding its men’s market presence. I also collaborated cross-functionally to ensure every detail—from curated experiences to influencer activations—delivered on lululemon’s premium, community-driven ethos.

Key Results:

Men’s Market Growth: Positioned lululemon as a lifestyle brand for men, not just women’s apparel

Influencer Engagement: Leveraged local San Diego influencers to authentically extend reach and drive event buzz

Community Impact: Built stronger connections with male consumers through curated, premium experiences

Content Resonance: Generated high engagement across regional social platforms, amplifying lululemon’s men’s product line and lifestyle positioning

Results in Context:

The Modern Manor activation redefined lululemon’s presence in San Diego’s men’s market. By blending curated lifestyle experiences with influencer partnerships, the event showcased lululemon as more than an athletic apparel brand and positioned the company as a cultural connector for men’s style, wellness, and community.