Most performance shoes on the market today are designed for men, their feet and their goals. Women’s shoe offerings are often limited to sized-down, simplified and “pink” versions of men’s shoes that aren’t made to feel good or perform.

Until lululemon’s Blissfeel: the first performance shoes designed from scans of over 1.2M women’s feet.

In a crowded category obsessed with innovating shoes for record-breakers, we had one chance to launch footwear in a way that immediately resonated with our target audience: holistic female athletes aged 20+ years.

We were tasked to flip the script and claim a designed-for-her story focusing not on over-hyped tech, shoes and jargon, but rather on how the Blissfeel made women FEEL.

Our film was shot in both film and digital to capture the multidimensional portrait of women’s running. At times, the use of handheld camera work lent an intimate perspective, free-spirited energy and charm, allowing the audience to feel immersed on the runs with the featured women.

The cinematography moved between reality and fiction with an experimental approach that used natural and stylized light, coupled with abstract visuals such as split diopters, mirrored reflections, double exposure and aura photography to build a curated and liberated archive of womanhood.

lululemon saw its largest, most impactful PR launch in its history, with 10.4B earned media impressions.

It saw its association to footwear yield a +3-6 unaided awareness lift and +1-3 association to running shoes, with 650M impressions globally.

Unprecedented traffic and engagement brough 44% new guests to the brand’s website, and the social-first campaign drove global reach with 15M organic impressions and 3M organic video views.