lululemon leads the market in wellness, product innovation, and apparel for athletic movement. Among men, lululemon is often associated primarily with yoga, pilates, and athleisure. We were tasked with shifting this perception and building awareness of their Men’s Training products, and the Metal Vent Tech Shirt. The film "Just to sit in a car" highlighted the rigorous and intense training Lewis Hamilton does—how he pushes his body and mind to the extreme—to be prepared to handle the elements inside the car.