Lululemon:
Blissfeel

Flipping the script on footwear design.

For too many years, too many feet have been subjected to the wrong design. With 91% of performance footwear being designed for a man, women were literally feeling left out.  

This innovation injustice inspired lululemon to level the footwear field. With made to feel, Miniac’s creative charge was to tell this innovation story so the world would understand the deep commitment Lululemon has made to making this right. 

Our creative was based on the simple premise that every woman is different. She has different feet, different performance goals and shoe preferences. And as such, she deserves a shoe that feels different. This was a celebration of what it feels like when a woman can move in her own shoes.