Lululemon’s Rest Day Is the Best Day: Turning Gym Culture on Its Head with Humor, Athletes, and Ultimate Lounge Vibes.
For Lululemon’s Rest Day Is the Best Day campaign, Creative Lab collaborated closely with the brand-side creative team to develop a TikTok-first strategy that fused humor, meme culture, and elite athleticism to spotlight Lululemon’s lounge collection. Knowing that TikTok thrives on self-aware, shareable content, we ensured the campaign leaned into gym/training meme culture while maintaining Lululemon’s premium brand identity. By strategically positioning OBJ and DK Metcalf as the ultimate rest day champions—contrasting their high-performance personas with ultra-cozy fits—we crafted an entertaining, culturally relevant moment that resonated with both fitness enthusiasts and casual loungewear lovers. Additionally, I helped guide the development of the custom campaign song, ensuring it was catchy, comedic, and optimized for trendability. The result? A campaign that proved even the hardest workers in the room deserve a day off—preferably in Lululemon.