Lululemon’s brand has three pillars: connection, transformation, and sweat. While these terms are specific in the context of Lulu, they’re also designed to be broad enough to include a huge variety of ideas, activities, sports, mentalities, products, and so on. The focus of my work with Lululemon was to expand this definition: pushing their insight team's imagination of what connection and transformation can mean. 

The project involved wide-ranging qualitative research; collecting signals of change and fitting them into the nexus of the Lululemon brand. These ideas were then distilled into growth platforms—speculative areas of opportunity for new products and services.