lululemon Yoga on the Field

Challenge:

lululemon San Diego wanted to activate its regional community in a bold, memorable way that reinforced the brand’s leadership in wellness while extending its reach beyond traditional retail audiences. The opportunity was to leverage a high-profile partnership with the San Diego Padres to create an unprecedented yoga experience on the iconic Petco Park field.

Goal:

Bring together lululemon’s community of yogis and the Padres’ fanbase in a large-scale event that celebrated movement, built brand affinity, and generated share-worthy moments across social channels.

My Role:

As Regional Social Media Manager, I directed the social strategy for the event, overseeing pre-event promotion, real-time coverage, and post-event amplification. I collaborated with both lululemon’s community team and the Padres’ marketing department to ensure alignment in messaging and visual storytelling. My responsibilities included crafting content calendars, managing influencer and ambassador involvement, and amplifying user-generated content to extend the event’s reach far beyond attendees.

Key Results:

Mass Participation: Thousands of participants practiced yoga on the field at Petco Park, creating one of the region’s most memorable large-scale wellness activations

Social Amplification: Event hashtags and user-generated content drove significant engagement and extended reach across lululemon and Padres digital channels

Community Impact: Strengthened lululemon’s connection to the broader San Diego community by bridging fitness, sport, and culture

Brand Partnership Success: Cemented lululemon’s reputation as a brand capable of delivering high-profile, experiential activations in partnership with major sports organizations

Results in Context:

The event brought together the worlds of professional sports and yoga in an iconic setting, creating powerful community moments that resonated across digital and physical spaces alike. Yoga on the Field not only positioned lululemon as a creative community builder but also demonstrated the brand’s ability to partner with cultural institutions like the San Diego Padres to create experiences that people wanted to share and remember.