Lululemon Clean Graffiti by #thesavageway.
In late December 2016, we launched the first Lululemon Clean Graffiti campaign in the country. Our eco-friendly, outdoor messaging was the perfect fit to spread the word about “The Air Out There” outdoor running campaign.
Lululemon is a major global company that you may be familiar with – Yoga pants anyone? But Lululemon is also a luxury apparel brand that is dedicated to supporting and manifesting lifestyles for men and women while also building a community with like minded individuals.
Our partnership with Lululemon grew out of a desire for us to “pave the way” into a new year with a fresh, out of the box campaign. Enter Clean Graffiti. Lululemon wanted to reach out to the collective runners of Charlotte who run to feel grounded and leave a workout feeling inspired.
This community mindset can be found in their core principles, or their Manifesto (which you can read on each and every bag). If you’ve never seen it, here it is.
The Lululemon Manifesto.
“The conscious brain can only hold one thought at a time, choose a positive thought.”
“Love, dance, sing, floss and travel.”
“A daily hit of athletic-induced endorphins gives you the power to make better decisions, helps you be at peace with yourself, and offsets stress.”
Seriously, they are speaking the language of #thesavageway!! We were blown away at how much our missions aligned. Choosing to partner on a reverse graffiti promotion was a no-brainer for us.
Lululemon launches The Air Out There campaign.
Now onto the Clean Graffiti campaign. Since Lululemon’s goal was to encourage runners to hit the sidewalks throughout the winter months, our partnership naturally turned to connecting the dots within the Charlotte community. We were able to link Lululemon with local run clubs and some of the awesome runners this city has to offer.
The Clean Graffiti went down throughout popular running areas in Charlotte, NC in correlation with the “The Air Out There” nationwide campaign. These spots encouraged runners to pause and reflect on how running can keep you grounded. Lululemon chose to target and show support to runners along the NoDa Brewing Run Club, Legion Brewing Run Club, Heist Brewery Run Route and a few in Dilworth & Southend. The Lululemon team even hosted a Silent Run in December at NoDa Run Club where they offered a Meditation Specialist pre-run and brought running swag for runners to embrace that chilly winer wind.
Runner engagement on the Lululemon Clean Graffiti spot along a running path. – #thesavageway
Love this inspirational message from Lululemon in Clean Graffiti. #thesavageway
Lululemon is doing some pretty awesome things in the community. Just take a look at some of the pictures tagged under the hashtag #TheAirOutThere on Instagram. As our partnership with Lululemon continues to grow, you’ll be sure to see more campaigns in the future. Until then, hit those sidewalks runners!
