Harnessing the power of pause.
Lululemon explicitly developed Chargefeel with its core customer in mind — people who embody a holistic performance mindset and participate in multiple sweat activities per week.
Miniac’s task was to show people around the world that a shoe exists that’s ready to keep up with them across their holistic sweat life.
By matching the momentum of the multi-hyphenate, and adding what was always lacking.
Running. Training. Being on the go.
These are all familiar facets of performance footwear marketing. We helped this story stand out by taking all these notions and adding the power of pause.