Brand Launch: Lululemon’s Women’s Basketball Apparel Line
Prepared by: Kamelia Parsa
Date: March 27, 2024
Campaign Tagline: Empowered. On and off the court.
Who is our target audience?
Affluent Families
- Parents with a higher income can support their children who play basketball with premium apparel. Given that many younger children do not have the money or access to buy clothing for themselves, it is vital to convince the parents of these younger athletes that lululemon’s newest line is what their kids need to feel and play their best.
Women’s Basketball Teams and Organizations
- Both collegiate and high school basketball teams need the proper attire for their players during practices and games. Ideally, we want to showcase this women’s basketball apparel line in a way that convinces the coaches and team managers to want their players to wear this newest collection, as getting their hands on these products will put them one step ahead of their competitors.
Millennial Female Recreational Basketball Players
- Many women regularly play basketball as a hobby, whether with recreational teams or with their friends as a form of exercise. This target audience consists of women in their mid-20s to late 30s who are financially independent and can afford to indulge in nice athleisure clothing that matches their interests. These women want the luxury of working out in basketball attire and heading to the grocery store after knowing their outfits are comfortable and stylish enough for both settings.
Where will this ad appear?
This ad will appear on billboards and bulletin boards, on freeways and busy urban streets within Los Angeles, New York City, Chicago, and Houston, as they are the cities that have the most in-person lululemon stores in the U.S. These out-of-home ads will also appear on bus shelters in these urban areas so that students who take the bus or other pedestrians that walk as their primary mode of transportation get extensive exposure to this campaign. These ads will also appear on lululemon’s social media accounts – Instagram, Facebook, X- and Sabrina Ionescu’s Instagram account, as she is the celebrity face of this campaign. Lastly, this advertisement will appear during the commercials for the WNBA games as our target audience will be tuned in.
What is the goal?
The goal of this campaign is to raise awareness for lululemon’s newest women’s basketball apparel line in an inspiring way that positions lululemon as the #1 go-to brand when it comes to finding attire for women’s basketball. This campaign aims to inspire rising women athletes, specifically those in high school and college, to follow their dreams, as lululemon is here to support them.
Why do we need this ad?
Lululemon has many competitors, such as Alo, that are winning the hearts of Gen Z through their influencer partnerships and placements on TikTok. In order to compete, lululemon must profit from this Women’s History Month effort through its collaboration with Sabrina Ionescu to uplift young female athletes firsthand and show them that lululemon sees them, values them, and is here to guide them throughout their athletic journey.
**Disclaimer: All content included on this page is for academic purposes and has no affiliation with lululemon**