LULULEMON x SEAWHEEZE
SeaWheeze is an annual half-marathon hosted by the notable yoga brand, lululemon. Each year, over 10,000 runners descend on Vancouver for an epic weekend of yoga, running & sunset festival. For its 6th year, we dialled up the fun factor with vibrant creative that celebrates the iconic pacific Northwest landscape & energetic spirit of the SeaWheeze community.
RUNNING ON WEST COAST VIBES
We collaborated with world-famous artist @TomAbbissSmith on a series of illustrations that capture the spirit of the event, featuring an abstracted interpretation of the iconic Vancouver cityscape the runners experience on their journey.
READY, SET, GOAL!
For registration launch, we took to social to reach the 50,000 dedicated SeaWheeze followers. With 10,000 run spots available, registration is a frenzy as participants jump at the chance to sign up. Our goal is to amp up the excitement and also prepare runners with all the information they need to win a spot. Once registered, runners receive a welcome package stocked with exclusive lululemon gear in support of helping them crush their goals!
Special Edition Run Gear
The Run
Run day is filled with high energy and high fives. lululemon Ambassadors from around the world led runners past an array of energetic and eclectic cheer stations, featuring everything from a full-size boxing ring to outdoor spin classes to keep the sweat and fun flowing for 21.1 km. We asked our runners to look at the world through fun-filtered eyes, seeing positive in all they experience; a look through the medal’s colourful kaleidoscopic centre is a reminder to do just that.
SHARING THE JOY
The Afterparty
The SeaWheeze Sunset Festival is the official after-party for runners, their friends and family, and the community of Vancouver. Held in Stanley Park, with its stunning vistas of Coal Harbour and the city skyline, Sunset Festival kicked off with a group yoga practice led by lululemon Global Yoga Ambassador Janet Stone. Live musical performances by internationally-renowned DJ and producer, Diplo, were capped off by a spectacular fireworks show.
CREDITS
ACD: Bev Turner
Design: Nikki Stephens
Illustration: Tom Abbiss Smith
Copy: Alyssa Free & Cayley Thiessen