lululemon senseknit

Senseknit is Lululemon’s performance fabric designed to offer targeted support, breathability, and freedom of movement — soft where it should be, supportive where it matters. For its launch on World Running Day in 2022, we worked with two remarkable athletes — Olympic long jumper Tara Davis and Paralympic sprinter Hunter Woodhall — who, at the time, also happened to be a couple.

Their natural connection became the heart of the story. We drew a parallel between their synchronicity as partners and the way Senseknit helps you feel in tune with your own body. Shot across track and studio, the campaign felt authentic, intimate, and just different enough from what people expect in performance storytelling.

The result was a suite of motion and still assets built around a simple, human story — one that helped personalise the new technology and introduce Lululemon’s partnership with two exceptional athletes. The campaign was well received across both running and fashion publications, establishing Senseknit as something genuinely new for the brand.

Photography: Jenna St.Martin

On-Set Art Direction: Kim Winderman

Graphic Design support: Ed Baigrie