lululemon More than Miles Tour

Challenge:

lululemon was well-established in yoga and women’s apparel, but brand awareness for its run products lagged behind competitors. The challenge: break through with a surprise-and-delight campaign that introduced runners to lululemon gear in an authentic and memorable way.

Goal:

Increase awareness and trial of lululemon’s run line by creating an unconventional, buzzworthy experience that engaged runners directly in their communities.

My Role:

As Regional Social Media Manager, I led the San Diego activation of lululemon’s More Than Miles Test Truck Tour, a mobile pop-up experience designed to connect with runners where they are. I developed the regional amplification strategy, partnered with local run clubs, and managed event storytelling across digital channels. My role was to ensure the Test Truck not only captured attention but also sparked meaningful community conversations around lululemon’s run gear.

Key Results:

Mobile Pop-Up Engagement: Activated the Test Truck in high-traffic areas to surprise and delight local runners

Community Partnerships: Collaborated with San Diego run clubs to drive participation and expand event reach

Content Creation: Captured and shared authentic on-the-ground moments that showcased lululemon’s run products in action

Brand Awareness Lift: Drove meaningful exposure for lululemon’s run line through both in-person experiences and regional social amplification

Results in Context:

The More Than Miles Test Truck brought lululemon’s run products directly to runners in their own communities. By blending guerrilla marketing tactics with grassroots partnerships, the campaign created excitement and trust among athletes who might not otherwise consider lululemon’s run gear. The activation not only boosted awareness but also positioned lululemon as a brand for all movers—not just yogis.