"NEVER SKIP MIND DAY"
Mindfulness is perceived as feminine and isn't prioritized in mainstream sports. This perceptual hurdle makes it difficult for Lululemon to tap into the male market.
Yet, it’s been proven that even though physical strength and endurance can make an athlete, it’s mental strength and endurance that makes a champion.
“Never Skip Mind Day” features a campaign that partners Lululemon with NBA superstar Kyle Kuzma to bridge the worlds of mindfulness and male athleticism.
CW: Max Frankel
AD: Chase Harris
AD: Tyler Crump