The Best Gear was Already in the Saddle.

The goal of this campaign was to establish Lululemon as the go-to apparel brand for equestrians who value performance, elegance, and authenticity. I did this by positioning Lululemon not as a new entry into the sport, but as the brand riders have trusted all along. The campaign celebrates equestrians as early adopters, honors the discipline and heritage of the sport, and introduces a line built with the fit, function, and quality riders deserve.