ROLE:
senior copywriter
LULULEMON CHARGEFEEL
Step into a world of women-first footwear. The launch campaign for lululemon’s first-ever cross-trainer followed on the heels of its first-ever running shoe, and the hype was high. As part runner, part trainer, part wear-anywhere shoe, creative for chargefeel focused on the unlimited potential of this bright model in what would be a growing footwear collection for the brand. To bring the endless possibilities of the shoe to life and position it as “the shoe that’s always on,” lululemon Ambassador Deja Riley was chosen as the dancer-boxer-trainer multi-faceted face of the campaign, showcasing her expertise and electric personality across vibrant launch assets and events, including a 24-hour pop up in New York City.
Flip the switch. Feel the charge. You’re on. Ready for what lies ahead. No race, no rush, no panic. Your plans are laid, your eyes are clear, your breath is steady. This is your life: full of choice, full of challenge, full of moments that fill your heart. For the first time, pause is a suggestion, not a necessity—and you take it when you need it, until you’re ready to go again. Feeling this fluid, this free, means more for you: in opportunity, in connection in creation. Your day feels like it has more hours. Your hours feel like they have more minutes. And your minutes stretch into seconds. And what you can make happen with a few extra seconds—they won’t believe their eyes.
campaign copy
The shoe that’s always on.
Run. Train. Go. In lululemon chargefeel, pressing pause is optional.
No need for an off switch.
Seamless engineering between zones of flexibility, breathability and support provides powerful versatility so you can go on. And on. And on.
You are not one thing.
Now your shoe isn’t either. A dual-density midsole combines multi-directional movement for training with the cushion and forward drive needed for running.
“There’s nothing I wouldn’t do in this shoe.”
MIRROR Trainer, Dancer, and Boxer Deja Riley wears the chargefeel mid in HIghlight Yellow.
Flip the switch. Feel the charge.
Find what drives you, and keep going. Chargefeel is designed for seamless transitions.
Total versatility. Zero compromise. No need for an off-switch.
lululemon chargefeel creates seamless transitions in workouts—and in life—thanks to a hero innovation of pure adaptability.
creative team:
Art Director: Michael Mavian; Copy Director: Arrabelle Stavroff; Sr. Copywriter: Sarah Johnson; Sr. Graphic Designer: Karim Kadi