lululemon Chargefeel

The second chapter of Lululemon footwear explored the idea of freedom through a single shoe versatile enough to move with you through the entire day. Led by dancer, boxer, trainer, and all-round force of nature Deja Riley, the campaign captured her genuine energy and physicality to reveal a design made for people who don’t pause between roles. From gym floor to city street, Chargefeel became a quiet celebration of the modern multi-hyphenate — those who move fluidly through life, without ever really stopping.

Photographer: Jenna St.Martin

Motion capture + Edit: Miniac Films

Copywriting : Arrabelle Stavroff

Co-Art Director: Kim Winderman

Visual design: Michael Mavian