Lululemon Just Made a Risky Move Most Retailers Avoid

Lululemon just made a risky move most retailers avoid

The cult-favorite brand is betting big on a retail format that rarely works for apparel.

Lululemon's new campaign shows Gen Z just wants to feel real

Key takeaways: Centering emotional authenticity over elite performance, Lululemon uses relatable figures like Jia Ling and Wang Shun to connect with audience. From messy first attempts to casual workouts, the campaign embraces imperfect moments as the new norm for fitness culture. Tapping into Gen Z’s craving for “realness,” the brand’s Made to Feel message reframes exercise as emotional expression, not competition. Director-actor Jia Ling and …