Case Study: lululemon boosts Gen Z awareness with Seed

lululemon engages Gen Z with Seed’s minimarket activation, reaching 96M+ social reach

The customer, lululemon, sought to grow brand awareness and familiarity with its Align range among Gen Z audiences in the UK and Germany, where brand recognition was particularly low. The challenge was to engage this demographic with a culturally native approach rather than a pushed marketing message. Vendor Seed was tasked with creating this authentic connection.

Seed addressed this by creating immersive minimarket experiences in London, Berlin, and Munich. These spaces were designed around the Align product's identity, weaving messaging into a retro market environment complete with personalized lockers, yoga sessions, and highly shareable touchpoints. The results for lululemon were significant: the activation achieved a combined social reach of 96 million+, 89 thousand views on Instagram and TikTok, and attracted 572 attendees in Germany, exceeding its target by 114%. Seed successfully delivered an authentic brand experience that resonated with the target audience.

Lululemon