lululemon has launched its first-ever London-focussed VOD and OOH campaign, featuring its new ambassador Joe Wicks. The global advertising campaign aims to shift the perception of what it means to be well, reshaping the cultural conversation around wellbeing and encouraging people to simply feel. As the brand invests in future audiences, there is a conscious shift to grow beyond its core and resonate more with its growing men’s community, international markets, and younger Gen Z targets.

As part of the splash in London, the Cromination in Kensington will be lit up with assets from the campaign, alongside the Marylebone Tower and West Cross Tower.