lululemon — Move Like A Woman

Empowering an underserved customer group with a new product

The Enlite Bra, lululemon’s sports bra for full-figured women, marked a new product innovation created for an underserved customer group in women’s fitness.

The Enlite Bra had a clear value for the customer — allowing her to move freely and comfortably while working out. The product’s launch campaign was designed with a kinetic visual identity that encourages women to “Embrace Movement” and “Move Like a Woman.”

Historically, sports bras were a weakness for lululemon, but the Enlite Bra has since created “a significant halo across the category.” The successful launch is even more significant considering Enlite is lululemon’s most expensive bra.

Photography by: Empire Green