Creative Brief

Project Name

Lululemon’s “Beyond The Hoop” Basketball Line 

Company Background

Lululemon athletica inc. is a Canadian-American multinational athletic apparel brand headquartered in Vancouver, BC.It was founded in 1998 by Chip Wilson, initially as a retailer of yoga pants and other yoga wear. Since its inception, Lululemon has since expanded to also sell other athletic and lifestyle wear, including clothing specifically for golfing, running, and tennis. Currently, the company has 655 stores internationally and sells online.

Project Objective

We are introducing our brand new women’s basketball clothing line: “Beyond the Hoop”. The objective of this launch is to engage with female basketball athletes and become a leading choice in athletic wear for practice, games, tournaments, and more. We strive for our consumers to feel confident, comfortable, and be able to perform at their absolute best in Lululemon’s clothing.

Target Audience

Our target audience for the campaign is

  • High school and collegiate female athletes ages 14 – 22
  • Active high school and college basketball fans
  • Young girls and women who are interested in playing basketball
  • Loyal Lululemon consumers


  • Nike
  • Adidas
  • Fabletics
  • Gymshark

Key Messaging

  • Performance Excellence: Our women’s basketball line is designed to elevate performance on the court, providing athletes with the technical features and superior quality they need to excel in every game and practice session.
  • Inclusivity and  Empowerment: We strive to empower female athletes of all backgrounds and skill levels. Our clothing is meant for everyone. 
  • Confidence and Style: With our product lineup, athletes can express their individuality and personality both on and off the court,with the ability to customize their clothing options. 

Key Consumer Benefit

Young female athletes will have access to luxury and quality clothing to be able to perform their best while maintaining comfort.

Attitude of Campaign 

Modern, inclusive, fun, supportive, empowering. 

Campaign Headline

“Designed with winners in mind.”

Campaign Distribution  

Paid Media:

  • Lululemon ads via Youtube, IG, TikTok, Billboards, Bus shelters.
  • Partnerships with top-performing high school and college athletes like Angel Reese and Juju Watkins.

Earned Media:

  • Pitch to lifestyle, women-centered, college, and sports outlets such as HerCampus, EssenceGU, The GIST, Just Women’s Sports.

Shared Media:

  • #BeyondtheHoop hashtag, social media users share how basketball and sports have impacted their lives. Once uploaded, they are automatically entered in a sweepstakes to have the chance to win the entire Beyond the Hoop collection.

Owned Media: 

  • Promotion across all of Lululemon’s social media platforms.
  • Pop-up activations at top performing high schools and colleges, basketball contest, jersey designing contest.