The fashion wear brand Lululemon has decorated Dubai’s out-of-home digital billboards with a new campaign, promoting their lightweight performance hijab and Blissfeel shoes and to shop online through their website or mobile app. Following the steps of the previous campaign to encourage the audience to use the website for their sturdy sportswear. Lululemon has dedicated a section in their website for their “Ramadan Picks,” where they feature a wide selection of lightweight sportswear that they have curated for the holy month, with free delivery, This Ramadan, Lululemon urges you to listen to your heart, body, mind, and soul. The lightweight performance hijab is designed for all of your movements, with comfort and covering. This lightweight hijab is intended to go under shirts and includes an over-the-head, pinless style that keeps in place as you exercise, and the Blissful shoes are smooth, seamless upper that hugs your foot and supports your stride, with a midfoot that has been 3D-molded, and tuned foam cushioning. The Blissfeel is a neutral running shoe for every day, so Lululemon has really considered women in their design and production so that they can be aided by comfort every step of the way. “Move Mindfully” is Lululemon’s tagline for this outdoor advertisement, while “Made to Take Women Further”, goes along with the visuals for Blissfeel. Bushra Badrii, the “cycling instructor, designer, and entrepreneur,” and Sarah Fahmi, the “presenter, athlete, and content creator”, are the stars of the campaign. Lululemon picks ambassadors that aren’t just ordinary women but women who are making history and constantly striving to be the best versions of themselves, with Arab roots to resonate with the Middle East’s audience. lululemon’s campaign appeared on digital screens, by BackLite Media, in the fourth week of March.
