Lululife Media Kit by Lululemon Charlotte Phillips PR Writing Class Project

 

  What is Lululife?

• Lululife is a new project on behalf of Lululemon • World’s first fitness, fashion & health event under one roof associated with

Lululemon • Evening event aiming to educate the people who attend on fitness, fashion and

health and ultimately increasing self-confidence, knowledge and the importance of living a healthy lifestyle

• There will be a fashion show to highlight the latest apparel from Lululemon and there will also be a number of influential and knowledgeable speakers as well as guest appearances from a number of celebrities

• Health, fitness and yoga experts will be attending to give a helping hand as well as nutritional support for clean living

Why Lululife?

• “Approximately 91% of women are unhappy with their bodies and resort to dieting to achieve their ideal body shape.”

• Lululife aims to be the inspiration for change in everyday life by changing these perceptions and make these women more confident and comfortable with themselves

Aims of the event

• Increase awareness not only about the brand but also the importance of health, dieting, and fitness mixed in with the aspects of fashion and style

• Increase self-confidence in the publics who attend • Help market Lululemon and increase sales by running a fashion show with all the

latest apparel and addressing the different body types to fit the different styles of clothing

Event Information

• It is going to be held throughout 2015 in a number of major cities throughout the U.S and Canada.

• Vancouver, New York, Chicago, Houston, Boston and Los Angeles will be the first cities to host the event, (exact dates are enclosed in the calendar)

• Tickets will be for sale to finance the event and are available on the website Contact Information

Charlotte Phillips, Director of PR & Media Events Lululemon Email: cphillips@luluemonpr.com Cell: 832-212-4159 Address: 400 - 1818 Cornwall Avenue Vancouver, BC Canada V6J 1C7

Fact Sheet Lululife

 

 

 

About Us Lululife

 

Lululemon is the curator of Lululife. Lululemon was first founded in 1998, in Vancouver BC. We are a yoga-inspired athletic apparel company, focussed on providing premium quality and highly technical clothing and accessories for people who love to sweat in more ways than one. Yoga pants and yoga mats are where our hearts lie, but we also make athletic apparel for running, dancing and anything else where you will work up a heart rate. When we first opened our doors in 1998, not only was it a retail store but also a design studio and a shared space with yoga studio. We have been growing ever since that day and our yoga and runnning clothes are now available in countries all over the world, from America to England to Australia.  In addition to producing and retailing our yoga clothes, our community links are strong in each location across the world. We have an emphasis on the mind, body and soul and we strive for making the most of out of life. We offer in store complimentary yoga sessions taught by the best yoga professionals in the business who know their downward dogs to their warrior poses like their ABC’s.

Mission Statement Creating components for people to live longer, healthier, fun lives.    

 

 Lululemon Athletica Inc. 400-1818 Cornwall Avenue Vancouver, BC Canada V6J 1C7 Contact: Charlotte Phillips Director of PR & Media Events Lululemon (832) 212-4159 Office/ cphillips@lululemonpr.com FOR IMMEDIATE RELEASE

Lululemon Announces the Launch of Lululife Vancouver, BC (October 27, 2014) – Lululemon Athletica Inc. today announced the launch of event campaign, Lululife. Lululife is a health, fitness and fashion show event aimed at inspiring active individuals and will be held throughout 2015 in a number of major cities throughout the U.S. At this point in time, Lululife will be held in Vancouver, New York, Chicago, Houston, Boston and Los Angeles. There will be potential for more cities to follow in the future, depending on the success of the original events. The purpose of the event is to increase awareness in health, dieting and fitness, while integrating aspects of fashion and style. The event hopes to increase self-confidence in the publics who attend, by proving that Lululemon has more to offer than just high quality athletic apparel. By using the latest apparel, key trends and new research about living a healthy lifestyle, the brand will be promoted in a fresh and creative light. “I am especially excited about the take-off of Lululife and to watch the event grow into something special,” said Laurent Potdevin, CEO of Lululemon. “I really hope it will inspire individuals and help them learn more about living a healthy balanced lifestyle.” As well as a health and fitness campaign, Lululemon will also be running a fashion show to promote their new lines of apparel and there will also be a number of fashion experts, to show what style of clothing suits different body types. “We have been fortunate enough to get some big names involved, who will use their knowledge and power to act as inspiration at the event,” added Potdevin. “I am confident that individuals will leave the event feeling encouraged and fresh faced, eager to put into place what they have learnt.” Over the next following weeks, Lululife will begin to release more information on sponsors, celebrities attending and dates to put in the diary.

### Lululife is a health, fitness and fashion event campaign owned by Vancouver, BC based company Lululemon; a yoga-inspired athletic apparel designer. Lululife’s purpose is to increase self-confidence and knowledge in the importance of health and fitness in the form of a fashion show hosted by Lululemon. For more information, visit www.lululife.com

News Release  

 

 

Executive Bio Laurent Potdevin

 Laurent Potdevin, Swiss-born, joined Lululemon as CEO in January 2014, having come straight from the role of President at TOMS shoes. Whilst serving as president for TOMS, Potdevin was credited for inventing the highly regarded one-for-one charitable scheme, which saw the company give one pair of shoes to a child in need for every pair purchased. Whilst leading for TOMS he was responsible for global expansion and helped broaden the company’s cultural identity. Before TOMS, Potdevin spent 25 years working in senior management for world-renowned snowboard company Burton. His reign saw the company expand substantially and successfully progress into new markets. Potdevin is widely recognized as being the mastermind behind much of Burton’s global success in recent years. Potdevin was drawn to Lululemon initially due to our ‘exceptional brand with exceptional products and an exceptional culture’. He brings knowledge in premium branding, athletic apparel, technical products and marketing strategies to the company all of which add to our company-wide expertise. With the support of the incredible Lululemon team and his experience to date, Potdevin has the tools available to take Lululemon forward into long term continuing success.

 

 

 

 

Cover Letter Email Pitch

Subject line - PITCH: The world’s first health, fitness & fashion event under one roof by Lululemon - Lululife coming in 2015 Dear… (Celebrity/fitness/health/fashion expert) Approximately 91% of women are unhappy with their bodies and resort to dieting to achieve their ideal body shape. Yet the majority of the time, these diets are unhealthy and dissatisfying. That’s not right. On behalf of Lululemon I would like to announce the launch of Lululife. Lululife is a health, fitness and fashion event campaign that is going to be held throughout 2015 in a number of major cities across the United States and Canada. The aim of the event is to:

• Increase awareness not only about the brand but also the importance of health, dieting, and fitness mixed in with the aspects of fashion and style

• Increase self-confidence in the publics who attend • Promote the brand by running a fashion show with all the latest apparel and

addressing different body types to fit the different styles of clothing We are aware that you already show interest in what Lululife will be offering, and would like to ask you if you would be interested in attending and promoting the event in various ways. Will you be the one to make a difference? Please let me know if you will be interested so that we can schedule a meeting. Look forward to speaking with you. Thank you, Charlotte Phillips Director of PR & Media Events

 

 

Feature Story Why Everyone Should Be Finding Time for Yoga

Celebrities are doing it, athletes are doing it and there are a million reasons why you should be doing it.

Yoga was first brought into the western public in the mid 19th century, with other topics of Indian philosophy. Now it is a modern-day symbol of peace, tranquility and relaxation and you will often see a number of classes being offered at your local gym.

According to Harvard Health Publications, a massive fifteen million Americans include some form of yoga in their fitness regimen — twice as many as did five years ago. Consequently 75% of all U.S. health clubs offer yoga classes, so you are sure to find a place for meditation to suit you. So why is a 5,000 year-old spiritual exercise all the way from the Eastern world, now today’s hottest form of mind and body exercise? Not only is it a form of therapeutic exercise to reduce stress, but it also has now become a modern essential with designer yoga clothes, technical mats, towels and equipment as well as a range of luxury retreats offered to all yoga lovers.

The spiritual practice is often complemented for its ability to reduce stress and enhance the body’s well being. It encourages the mind to feel a connection with the body whilst gaining a range of motion, flexibility and deep breathing at the same time. In addition to a form of relaxation for the mind, body and soul, yoga also offers a number of physical health benefits that put it on a similar scale as other forms of exercise.

 

 

Confirmed Attendees A selection of special guests

Lauren Conrad Not only is Lauren an avid blog writer, she is also a TV personality, fashion designer and author. She found fame on the reality TV show Laguna Beach set in Orange County followed by The Hills set in Los Angeles. She is a keen health, fitness, fashion and beauty lover, and you will now find her writing up creative blogs with ideas and suggestions to boost your self-esteem and help you achieve an active healthy fun loving lifestyle.

Jessica Alba Jessica Alba is a Golden Globe-nominated actress as well as being a successful businesswoman (founder of her own company, The Honest Co.) and a devoted Mom. She is actively involved in a number of charities and is regularly seen going to and from the gym carrying her trusty yoga mat. Jessica is a committed health and fitness fanatic and her instagram is full of photos of videos working out, as well as healthy food snaps for a lifestyle on the go.

 

 

Confirmed Attendees A selection of special guests

Heather Watson Currently British No. 1 tennis player, Heather is originally from Guernsey but grew up in Florida where she trained to be a professional tennis player. She reached a career high world ranking of No. 45 in 2013 and has also represented her country on a number of occasions. Just like many other athletes, Heather has a love for yoga and has recently teamed up with Lululemon in a sponsorship deal. She knows a great deal about what it takes to reach the top, through desire and determination.

Jillian Michaels Most notable for her personal training skills, Jillian is also an author and TV personality based in Los Angeles, California. She is famous for her presenting and personal training on the biggest loser, but she has also released a number of fitness DVDs and weight loss programs. Jillian is known for using a combination of strength training techniques as well as kickboxing, yoga, pilates, plyometric and weight training. She is extremely knowledgeable in the health and fitness field and is a strong addition to the Lululife team.

 

 

Schedule of Activities On the Night (subject to change)

6:00 p.m. – Healthy canapés & super fruit juices on arrival 6:30 p.m. – Welcome/Intro to special guest 7:00 p.m. – Exercise, yoga education & a yoga taster class 8:00 p.m. – Fashion show by Lululemon 9:00 p.m. – Browse the Lululife market for apparel, equipment, food tasting and a chance to meet with influential guests

 

 

Calendar of Events On Behalf of Hilton Hotels

January Saturday, 17 January 2015 - Houston, TX Hilton Hotel 2001 Post Oak Blvd Houston, TX 77056

February Saturday, 21 February 2015 – Los Angeles, CA Hilton Hotel 555 Universal Hollywood Dr Universal City, CA 91608

March Saturday, 14 March 2015 – Chicago, IL Hilton Hotel 720 S Michigan Ave Chicago, IL 60605

April Saturday, 18 April 2015 – Boston, MA Hilton Hotel 89 Broad St Boston, MA 02110

May Saturday, 16 May 2015 – New York City, NY Hilton Hotel 1335 Avenue of the Americas New York, NY 10019

June Saturday, 20 June 2015 – Vancouver, BC Hilton Hotel 6083 McKay Ave, Burnaby, BC, Canada V5H 2W7

 

 

Visual Materials Logos & images

Official Logos

Official Colours

Social Media Picture Catalogue

 

 

Social Media Website www.lululife.com

 

 

Social Media Facebook www.facebook.com/pages/lululife

 

 

Social Media Twitter www.twitter.com/lululife

 

 

Social Media Pinterest www.pinterest.com/lululife

 

 

Social Media Instagram www.instagram.com/lululife

 

 

 

FAQ’s About The Event

Where is the event held? The event will be held in the participating cities; Houston TX, Los Angeles CA, Chicago IL, Boston MA, New York City NY and Vancouver BC. Lululife has teamed up with Hilton Hotels across the country to host the event.

What time does it start? Doors will open at 6:00 p.m. for healthy canapés & super fruit juices. The first speaker will begin at 6:30 p.m.

How can I get tickets? You can get tickets by joining the mailing list on the website (www.lululife.com) where ticket information will be sent to you on how you can purchase tickets.

How much are tickets? Tickets are priced at $75 and will include full entry, food and drink, as well as a goodie bag on behalf of Lululemon.

What should I wear to the event? You can wear anything you feel most comfortable in, although we advise something stretchy so you can try your hand at our yoga sessions.

What should I bring with me? We recommend you bring warm and cold weather clothing to cover you depending on weather conditions before and after the event. We also recommend a small bag for you to take away anything that catches your eye and you wish to purchase in the Lululife market.

Who should attend? Anyone with a love for yoga at any level and anyone interested in health, fitness and well-being, or simply an interest in Lululemon!