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lululemon's Footwear Launch Helps Women Feel Good in Motion

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Directed by Sophia Nahli Allison, Droga5 introduce the Blissfeel range inviting women to feel

lululemon's Footwear Launch Helps Women Feel Good in Motion

On the heels of lululemon officially entering the footwear category, Droga5 has launched its latest work to promote the new line.

Earlier this month lululemon debuted its first footwear collection made for women, Blissfeel, which is available starting yesterday in select markets.

Directed by Academy Award-nominated filmmaker Sophia Nahli Allison and backed by Melina Matsoukas’ new creative collective de la revolución, Droga5 introduced lululemon’s first step into the performance footwear space with an artful love letter to ‘A Woman’s Foot.' Mirroring the considerations of the BlissFeel Running Shoe—the brand’s first running shoe made for women first—the film celebrates the intricate nuances of women’s feet and what makes them feel good in motion.

‘A Woman’s Foot’ was shot in Mexico City and Shanghai in collaboration with cinematographer Michael ‘Cambio’ Fernandez, with the local support of cinematographer Stevo Sheng in China. The film also features some of the brand’s ambassadors: Colleen Quigley, Kadeena Cox, Changning Zhang and Mirna Valerio alongside other real female runners. We’re also rolling out a series of social films that delve deeper into each ambassador’s running story and nuances of their anatomy, making each one personal and true.

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Agency: Droga5 NY

Co-Chief Creative Officer: Tim Gordon

Co-Chief Creative Officer: Scott Bell

Group Creative Director: Marybeth Ledesma

Creative Director: Bastien Grisolet

Senior Copywriter: Jenny Yoon

Senior Art Director: Maria Kouninski

Executive Producer, Film: Mike Hasinoff

Executive Producer, Film: Steve Ford

Senior Producer, Film: Mateo Suarez

Senior Music Supervisor: Mike Ladman

Chief Brand Strategy Officer: Harry Román-Torres

Group Strategy Director: Cecilia Diaz

Strategy Director: Justin Clagette

Senior Communications Strategist: Cherish Lee

Data Strategy Director: Joy McKenzie

Group Account Director: Caitlin Patrick

Account Supervisor: Michaela DeRosa

Project Manager: Katie Shea


Client: lululemon

Chief Brand Officer: Nikki Neuburger

SVP, Global Brand Content: Ravi Hampole

Creative Director, Copy: Jason Effmann

VP, Global Brand Management: Deborah Hyun

SVP, Global Brand Experience: Darin Rabb

Senior Director, Global Brand Management: Patrick Jeffers

Senior Director, Brand Creative: Damien Webb

Director, Global Brand Marketing: Crystal Rocabado

Manager of Brand Production: Meryl Rekert

Senior Project Manager, Brand: Alicia Garritty


Production Company: De La Revolución

Director: Sophia Nahli Allison

DOP: Michael “Cambio” Fernandez (Mexico), Stevo Sheng (China)

CEO: Melina Matsoukas

Executive Producer: Ali Brown

Producer: Christopher Cho

Production Service Company: The Lift (Mexico); Gung Ho Films (China)


Editorial & Conform: Good Company

Editor (Anthem): Andrew Morrow

Editor (: 15s)

Executive Producer: Ralph Miccio

Producer: Ben Lomeli


Telecine: Color Collective

Colourist: Alex Bickel, Mike Howell

Executive Producer: Claudia Geuvara

Post Production

Post Production, Creative Direction, Design & VFX : Purple Martin Studio

Executive Producer: Joseph Randonich

Producer: Ruaidhri Ryan

Creative Director: Lana Shah

Design Lead: Collin Fletcher

Art Director: Tara Sood

MGFX Team: Aislinn Clifford, Vicky Lynn

VFX Supervisor: Pilon Lectez


Music, Sound Design & Mix: Ballad

Sound Designer & Mixer: Adrian Aurelius, Philip Nicolai Flindt

Executive Producer: Gregers Maersk Moeller


Photographer: Lisa Sorgini, Magda Wosinska


Illustrator: Tanya Griffiths

Genres: Dialogue, People

Categories: Clothing and Fashion, Sportswear

Droga5 New York, Wed, 23 Mar 2022 12:31:18 GMT