Can you make something cultural, cool and still on brand for a brand thats brand is yoga pants? Yes. The trick is to not just sale a product, but to sale the proximity of the brand to aspiration. What you wear says something about who you are. If you don’t like the brand, will you even consider the products? probably not.
OBJ and DK are known for football and high fashion. connecting them to lululemon is about authenticity and insight. Every athlete loves rest day. Based on this insight, it is believable that wealthy superstar athletes would wear luxury sweats on their day off. so thats the story we wanted to tell.