lululemon RUNNING GIVES Campaign

lululemon isn’t traditionally thought of as a running brand—but with Fall 2025, that changes. The shift began with RUNNING GIVES, a global campaign built to reframe the company’s role in the sport.

I didn’t need convincing. A few years ago, a friend gifted me a pair of Fast and Free shorts for my birthday. One run later, I was hooked. That’s the power of the product—and the ethos behind this campaign.

At its core, RUNNING GIVES was guided by a bold manifesto:

Running is the most generous sport on this planet. It will never stop giving to you. It will never stop revealing things about yourself that you didn’t know. It will never stop surprising you.

This sentiment fueled every creative decision, from casting to copy. The campaign rolled out in two waves:

  • August launch → Spotlight on Fast and Free, lululemon’s flagship running gear franchise.

  • September push → Timed with marathon season, celebrating the grit and triumph of 26.2.

My Role

I joined as part of the global copy team, building on my prior work with lululemon North America. Going global meant scaling both the storytelling and the deliverables:

  • Digital: High-level campaign copy and product-specific assets across web and app.

  • Retail: Windows, in-store signage, and shopper touchpoints.

  • Paid Media: Scripts and lines for YouTube and Meta placements.

  • Social: TikTok hooks, Instagram captions, Stories, and Reels.

  • OOH: Billboards and posters extending the manifesto into the real world.

  • Audio: Concepting and scripting audio ads that appeared on Spotify.

  • Films: Scripts for lululemon Ambassadors showcasing Fast and Free gear.

  • Seeding Kits: Educational cards and copy for influencer and journalist gifting.

The volume of creative was intense, but energizing. Because I had a history with the product—and am a believer in it—I didn’t have a learning curve coming into the campaign. Every channel became a new opportunity to articulate how running doesn’t just give you endurance, speed, or sweat—it gives you confidence, community, and connection.

Here’s a taste of how that looked in action.

Homepage

Campaign Story Page

Paid Media

Seeding Kit

Social Media

@lululemon

Running is the most generous sport on this planet. It will never stop giving to you. It will never stop revealing things about yourself that you didn’t know. It will never stop surprising you. Running gives your mind a deeeeeeep exhale while it takes your breath away. Running gives you a safe space. To be with your thoughts, or escape them. Sometimes, running gives you some tough love in the form of a giant hill on mile six, or cramps in your calves… but running never gives you more than you can handle. It knows your threshold and pushes you to the very edge of it. Running gives you what you need, even though it may be the furthest thing from what you want. We take. We take. We take. Running does the only thing it knows how to do… RUNNING GIVES.

♬ original sound - lululemon
Next

lululemon Membership Madness