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lululemon China invites local community on storytelling challenge with its ambassadors

lululemon China invites local community on storytelling challenge with its ambassadors

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In celebration of its 10th anniversary, lululemon China has rolled out a campaign titled “Worn by Us”, to tell the stories behind lululemon products through the lends of 10 lululemon community ambassadors.

The ambassadors include Formula One racing driver Zhou Guanyu, British boxer Michele Aboro, triathlete Peter Wolkowicz, as well as celebrities such as American singer Amber Liu, Hong Kong actress Celina Jade, and mainland actress Wang Zixuan.

The campaign features the stories of the ambassadors, including their occupations, favourite lululemon products and motivations. Meanwhile, to further its engagement with consumers, lululemon collected 300 stories from its community as part of the campaign and chose 52 to share with the broader community in digital and physical formats. Throughout May, lululemon will continue to collaborate with its ambassadors to host a variety of community events in order to engage both old and new community members.

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The campaign is also promoted in lululemon China’s digital channels. lululemon has created a buzz online with a digital activation campaign, where fans will have a chance to win a limited-edition photo book that comprises the stories of the ambassadors if they share memorable stories of lululemon and their very first lululemon purchase with the hashtag #我们身上的故事 (Worn by Us) on Xiaohongshu.

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Apart from lululemon’s official Weibo handle, each of the ambassador reposted the campaign post and shared their transformational journey in ten years, and how lululemon empowers them to achieve their goals. For example, singer Amber Liu shared that she “found her own pace and rhythm”; and Jade shared that she found the true definition of beauty.

MARKETING-INTERACTIVE has reached out to lululemon China for more information. 

Most recently, the brand unveiled its 101th store in Jing'an Kerry Center in Shanghai, it is also the brand''s largest store in the APAC region. To meet the rising demand from the sports-loving local communities, the store offers a wide range of categories, including yoga, training, running, tennis, golf, hiking, and on-the-go gear.

Back in August 2022, lululemon officially launched its digital flagship store in the J Shop. According to the official statement on JD.com, the plan came with the continuous improvement of quality of life in China, while sports enthusiasts are growing considerably, as well as their demand for sports equipment consumption. 

Related articles:
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lululemon sets up digital store on JD.com
Brand spotlight: Why lululemon, with its new running shoes, should resist the pressures of mass appeal

 

 

 

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