a woman’s foot
luluemon blissfeel
for as long as women have run, they’ve done so in shoes designed for the anatomy of men’s feet. but there’s far more nuance than simply sizing down. so, to launch the blissfeel shoe (lululemon’s first step into footwear) we partnered with acadamy award nominated director, sophia nahili allison and dp, michael “cambio” fernandez to create a poetic ode the intracacies of a woman’s foot backed by the care and devotion put into making the first running shoe made for women, first.
To articulate lululemon’s thoughtfulness for the female runner in motion we created a visually artful and poetic love letter to a woman’s foot. This direction is crafted to portray the raw feeling of running in shoes that finally fit like they’re supposed to.
Alongside a talented group of artists, we set out to create a diverse world of a woman’s body, designed typography that felt alive and created a nuanced sound design that mimics the imperfect cadence and rhythm of running.
While the anthem speaks to the collective woman’s experience, we created bespoke films for each of our ambassadors. We intereviewed every woman to understand her relationship with running and her feet. Their words inspired the writing and visual elements of their vignettes, making each one deeply personal and, most importantly, true.