LULULEMON
PROUD & PRESENT
In a world that seems to only be spinning faster and faster, yoga has always been a space to slow down and reflect. For Pride 2019, lululemon used this essence of yoga when celebrating the LGBTQ+ community. To celebrate Pride in an genuine and meaningful way. We developed a campaign that highlighted lululemon’s collective and ambassadors by bringing their stories to life in a way that felt authentic, relatable, and welcoming to all.
We invited them to reflect on a series of questions that spanned from how one finds their identity to the challenges the LGBTQ+ community faces moving forward. We unveiled an installation on Pier 64 at Hudson River Park. The installation invited the larger LGBTQ+ community to be proud and present by reflecting on the series of topics. Answers from lululemon’s LGBTQ+ community were integrated into the design. The structure stayed up between June 22 - July 8.
Lululemon partnered with The Trevor Project, the world's largest suicide prevention and crisis intervention organization for lesbian, gay, bisexual, transgender, queer, and questioning young people, to offer a very special outdoor yoga practice, led by Jase Cannon, at Pier 64 in Hudson River Park. Marti Cummings served as the host of the International Day of Yoga session. She welcomed attendees to the event and provided insights into the importance of the day as well as The Trevor Project. Jase Cannon led the 45 minute yoga session on the pier. She drew from her personal experiences as part of the LGBTQ+ community to create an inclusive experience for all attendees.
Agency: MKG Graphic Design in collaboration with Patrick Finch
