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Product Positioning & Campaign Strategy

Overview

❋ The Challenge

Lululemon was investing in men’s awareness and acquisition, while expanding beyond yoga into training and performance. But there was a looming perception problem: Men think Lululemon is a yoga brand for women, and the individual products within the men’s portfolio don’t have a unique enough story to break through that initial dismissal. How can we launch the ABC Pant from cult favorite to the go-to choice for all men?

❋ The Relevance Unlock

Lululemon isn’t just competing against other athletic brands like adidas and Nike. The more substantial competition, and larger market opportunity, comes from more everyday men’s brands like Dockers and Levi’s. And search for these items relies on simple cues like easy, casual, and comfortable. To breakthrough with this expanded audience, take what men do know and like about Lululemon – comfort – and use that as a blunt differentiator for positioning specific products in the comfortable everyday pant category.

❋ The Outcome

Positioning that translated into one of Lululemon’s largest men’s campaigns, supporting a key growth category during a period of rapid expansion. It expanded the brand’s relevance beyond its traditional core product and audience, into mainstream adoption.

What We Delivered

Custom Research

Opportunity Analysis

Consumer Profiles

Unique Product Positioning

Campaign Strategy

Agency Brief

Project Duration: 1.5 weeks

Our straightforward, plain-speak strategic platform, “Lululemon makes great everyday men’s pants” led to a campaign that said and showed just that, supported by social validation from relevant influencers like Casey Neistat and legendary athletes like Wayne Gretzky and DK Metcalf.

Two men dressed in casual athletic clothing posing in a modern room with wooden walls and floor. One man is sitting on a wooden edge, wearing a white hoodie and sweatpants, with tattoos visible and a beard. The other man is standing, wearing a gray hoodie and joggers, with a gold watch and chain. Both are wearing white sneakers.

To broaden appeal and influence perception, the brand needed to broaden its available market definition.

Real-time consumer insights and category intelligence helped Lululemon scale its men’s business at the exact moment they were investing heavily in it.

“Quick Study is an absolute powerhouse customer research firm who unearths brand perception and opportunities to better understand existing customer beliefs and helps you understand how to capture growth customers' mindshare.”

Quick Study Client, Anonymous Feedback Survey 2026