What does it take to refresh a global brand like Lululemon? Ravi Hampole, SVP of Global Brand Creative, returns to Social Pros to reveal how the team has been working on a brand new identity for 2025 that connects products, people, and stories in a way that feels uniquely human. From their three core pillars to balancing authenticity and inclusivity, Ravi shares what it means to build a brand that truly moves.
Full Episode Details
Lululemon’s new brand identity is more than just a refresh. It’s a statement about who they are and the stories they want to tell. At its core is the belief that movement goes beyond physical performance; it’s also about emotional and mental well-being. Whether it’s the energy of a run, the serenity of yoga, or simply feeling present, Lululemon's approach focuses on connecting with people on a human level.
During his conversation on Social Pros, Ravi shares how the brand uses storytelling to bring this philosophy to life. At the heart of this evolution are three guiding principles: Honest, Playful, and Vibrant. These pillars shape everything from campaign visuals to social media content, ensuring that the brand resonates with audiences on a personal level. Whether it’s through light-hearted social media challenges or bold, energetic visuals, every piece of content is designed to inspire joy, movement, and a sense of belonging.
Ravi also highlights the importance of authenticity and inclusivity in shaping Lululemon’s global presence. By working with ambassadors who bring their own unique practices and perspectives, the brand ensures their message feels genuine while reflecting the diverse communities they serve. As Lululemon continues to expand, balancing cultural sensitivities and staying true to their values remains a key focus.
In This Episode:
1:42 - Ravi shares what excites him most about Lululemon’s new brand identity and its focus on how products and movement make people feel
4:00 - How storytelling bridges the gap between product design and brand identity, with a focus on community connection and authenticity in campaigns
5:30 - The three pillars of Lululemon’s new brand identity: Honest, Playful, and Vibrant
9:31 - Ravi explains the balance between authenticity and brand alignment when working with ambassadors
15:18 - The evolution of Lululemon’s approach to inclusivity and representation, from showcasing diverse stories to navigating the challenges of global branding
22:42 - How Lululemon evaluates creative ideas to ensure they align with brand values and cultural sensitivities
27:27 - Why training and experience have made Lululemon’s team more confident in tackling sensitive topics and balancing inclusivity in campaigns
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