Case Study: lululemon builds Gen Z community and brand affinity with Seed's Club 600

lululemon builds community with Seed through 1M steps and 60% sign-ups

The customer lululemon sought to build deeper brand love and connection within its communities by turning movement into meaningful engagement. To address this challenge, they partnered with the vendor Seed to develop a new experiential concept.

Seed created "Club 600," a science-backed event series proving that 600 seconds of movement unlocks endorphins. The solution was brought to life through three distinct community partnership events: a high-energy gym session, a tennis event, and a mindful trail walk. The measurable results for lululemon included 1 million steps taken collectively, 14,000 minutes of mindful movement, a 60% sign-up rate to stay connected, and 35% of participants being new to the brand.

Lululemon