Daniel Wolfe and Droga5 Tell a Fable of Wellness for lululemon

Daniel Wolfe teams up with Droga5 to direct lululemon's latest campaign 'FEEL'.

'FEEL' is lululemon's largest, fully integrated global advertising campaign to date and it's built on the brand’s long standing belief that the better you feel, the better you’ll perform. The campaign seeks to introduce lululemon to new audiences with a radically fresh and timely point of view that reshapes the cultural conversation around wellbeing. In a crowded activewear category that is often more focused on what people do, lululemon seeks to simply invite people to feel.  

Equally important to the 'FEEL' campaign is the truth that lululemon products really do feel different. And when you wear them, they help you access the parts of yourself and your practice that feel amazing. To that end, the campaign includes a suite of product films: short odes to specific products and not-so-ordinary feelings they unlock. 

“Feeling is everything—it sits at the intersection of your physical, mental and social wellbeing, and it’s at the heart of all we do and create at lululemon,” said Nikki Neuburger, chief brand officer, lululemon. “Supporting our guests’ desire to feel their best in any moment, through the products we create and community connections we help build, is a shift that we believe consumers and the category will benefit from.” 

FEEL will celebrate lululemon’s ambassadors, the brand’s global collective of athletes who are using their passion for movement and connection to elevate their communities. Akin Akman, Manoj Dias, Hailey Langland, Deja Riley and Joe Wicks, who will be featured in the campaign, embody what lululemon stands for and will help spotlight how the brand’s innovative and technical products are designed to help guests immerse themselves in their practice, resulting in a difference they can truly feel.

“This new creative platform is a story about the modern condition, the struggles we face in trying to achieve fulfillment, and the universe of extraordinary feelings that lies within reach of each of us. The work not only puts a stake in the ground in how lululemon supports everyone in their holistic practice of being well, but it also helps make visceral the brand’s key product differentiator: the way its products make us feel,” said Tim Gordon, Droga5 New York co-CCO. “I am thrilled about how this work has come together and the deep partnership and bond we have forged with the lululemon team. It is wonderfully exciting when you get the opportunity to go on a journey like this.” 

In the US, FEEL will feature the brand’s first-ever broadcast television spots, which will run during NFL regular season games in select markets, underscoring the brand’s intention to reach new and wider audiences. Internationally, where lululemon looks to quadruple revenue by 2023, the brand will showcase notable voices from local communities, including celebrity ambassadors in China. The multi-market channel plan includes dynamic video content with elevated brand and product storytelling, print and out-of-home executions, retail integration, social and community activations and more.