lululemon Hike Launch

photo production, video production


The activewear brand was preparing to launch their hiking apparel in July 2022. The campaign required a look and feel that set this line apart from their other offerings. Along with the photo and video assets, a graphic toolkit was created to offset the visuals for maximum impact.

Eventure was tasked with planning and executing a 4 day urban hiking expedition for lululemon and three of their global ambassadors, in this case, snowboarders from the Canadian Olympic Team, with enough infrastructure to capture campaign video and photography. In addition, each item from the collection is Stashable, Adaptable, and Convertible so creating opportunities for showcasing these features was imperative.

In collaboration with LA-based agency, CHAMP Creative, Eventure location scouted and programmed a series of hikes around the city and nearby Santa Monica Mountains. Over the course of several days, the cast and crew set off on various hikes through diverse landscapes.

The launch was covered by dozens of publications and social media influencers, and commended for its unique online presence, particularly the post production incorporating nature through the lens of altered colors and enhanced depth of field.