Lululemon is looking to the sports world for its latest campaign.
The activewear brand released on Tuesday the campaign for its new loungewear collection, tapping NFL players Odell Beckham Jr. and DK Metcalf to model several men’s styles. According to the brand, the collection and campaign are meant to highlight the importance of rest and recovery.
“As a professional athlete and Lululemon ambassador, I know firsthand how important rest days are to reaching my performance and well-being goals,” Metcalf said. “Lululemon’s loungewear allows me to fully embrace my rest days in comfort and style.”
Odell Beckham Jr.
Courtesy of Lululemon
For men’s styles, Lululemon’s loungewear collection offers three fabric pillars that are rooted in comfort. There’s the Smooth Spacer, which is a fast-drying fabric, the Steady State, which is a cotton-blend fleece, and the Soft Jersey, which is lightweight, sweat wicking and quick drying.
“I am excited to partner with Lululemon because they understand that recovery is a critical part of any training program,” Beckham Jr. said. “Lululemon makes the best performance apparel and they’re bringing the same approach to their loungewear, and it looks and feels great.”
The campaign is the first helmed by Lululemon’s new vice president of North America brand creative director, Brandon Viney.
DK Metcalf
Courtesy of Lululemon
“Innovation and pushing the boundaries of what is possible is valued at every level,” he said. “I’m energized by the opportunity to carve out new creative territory and influence how people experience this magnetic brand.”
The campaign includes television advertisements that show a day-in-the-life of the football players, as well as digital and in-store advertising.
Lululemon’s loungewear collection also includes women’s offerings created in a Softstreme fabric and Scuba fabric.
