Lululemon marked the 10th anniversary of its iconic Align legging with an innovative retail strategy designed to disrupt traditional spaces and forge new connections with consumers. Collaborating closely with Lululemon, the brand has rolled out an extensive in-store celebration, starting with pinnacle stores and expanding to over 80 locations with premium storytelling touch-points. This initiative serves as a direct extension of the global campaign's creative vision. The in-store experience is crafted to evoke the signature qualities of the Align legging: softness, femininity, and freedom of movement. This is achieved through striking visual elements such as oversized micro-suede yoga mats, weightless sheer draping, and dynamic mannequins.