“Control is peace.”
In a chaotic world, control isn’t pressure - it’s relief. For athletes like Leylah Fernandez, calm comes from precision, from preparation, from knowing everything is in place so the mind can be free. That doesn’t stop when the match ends. lululemon understood that the real performance edge isn’t just physical - it’s emotional. By designing for every ritual, every detail, every moment in-between, we showed that control isn’t about being rigid. It’s about being ready - on court, off court, and everywhere in between.
Tennis is changing. The greats are retiring, making way for a new generation. But while the sport evolves, most brands are stuck in the past—either fixated on the grind or lost in nostalgia.
lululemon is different. We saw the opportunity to blend on-court performance with off-court style, capturing the sophisticated allure of tenniscore. Our strategy was to redefine the brand’s presence in tennis by appealing to those as dedicated off the court as they are on it.
“I WANT TO HAVE EVERYTHING PERFECT SO WHEN I AM ON THE COURT, I DON’T THINK ABOUT ANYTHING. WHEN I’M PLAYING TENNIS, I JUST NEED TO FOCUS ON TENNIS.
“OFF THE COURT, I TRY TO SEE WHAT I CAN DO SO I CAN FEEL THAT WAY.”
—LEYLAH FERNANDEZ
We needed to create a campaign that communicated the dual functionality of lululemon’s tennis collection—gear that excels both in high-performance situations and in stylish, everyday wear. The messaging had to be clear, focused, and resonate with our audience, all while showcasing how the apparel supports Leylah Fernandez’s relentless dedication.
We centred our concept on the seamless transition between on-court intensity and off-court relaxation. Leylah Fernandez embodied this balance perfectly. We highlighted how lululemon’s tennis collection supports her on the court and offers the comfort and style she enjoys off it. The campaign juxtaposed high-energy match moments with laid-back, lifestyle scenes, making the concept both relatable and aspirational.
Dedication drives everything. On the court, Leylah plays with focus. Off the court, she prepares, relaxes, and recovers with intention. We brought these two pillars together to blend on-court performance with off-court style, making it relatable and cohesive. Lululemon matches Leylah’s dedication across all touchpoints, celebrating those micro-moments of commitment.
Our creative execution combined dynamic on-court action with candid off-court moments. Hero shots captured the intensity of Leylah’s gameplay, while behind-the-scenes footage highlighted her downtime. The visuals smoothly transitioned between these worlds, showing how lululemon’s gear is just as effective in competition as it is in everyday life.
Leylah’s voice guided the narrative, offering personal insights into her dedication and how our apparel plays a role in her routine. The tone was motivational yet approachable, ensuring the messaging resonated with both serious athletes and casual players.
This campaign was all about merging athletic performance with lifestyle. By using authentic storytelling, dynamic visuals, and Leylah’s own voice, we conveyed that lululemon’s tennis collection is designed for every aspect of an athlete’s life.
