Lululemon SeaWheeze Half-Marathon
Lululemon has always been successful at generating buzz and their SeaWheeze half-marathon was no exception. The goal was to create an event that would bring 10,000 runners from around the world together to partake in an exciting 21 kilometers race that left them feeling even more connected to the Lululemon community at the end of it.
A small internal team and I were tasked with bringing the event in 2015 to life by coming up with a concept that would unify the brand and product into one cohesive vision.
Creative Direction: Steve Cousins
Lead Design: Katie Maasik
Design: Karston Smith
For the concept, we decided on the working title of ‘Solution 2015’, which wove a story of a secret super-power giving solution that gave all the runners at the SeaWheeze heightened running abilities. To bring this to life, we relied heavily on inspiration of Dr. Seuss and academia to create something unique.
‘Chasing the carrot on a stick’ is an extremely familiar adage we all know and for the finisher’s medal, we thought what would it look like if you actually caught it in the end. Well I’m sure you’d take a bite out of it, right?
