Lululemon was built on the strength of their community. But when the global pandemic hit, #thesweatlife was threatened. By rethinking how we can utilize the very thing that has torn us apart, we created a way for technology to now pay us back by maintaining our connection with each other. This rapid shift to a digital first community, directly attributed to a deeper resonance with people. As a result, Lululemon saw an unprecedented 40% business brand growth in 2020. This campaign was the beginning of a new gen approach to how brands engage.