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Earlier this month, athletic apparel brand Lululemon made the move into women’s performance footwear with its Blissfeel collection. Now, it’s taking a look into the undercelebrated nuances of women’s feet with its new campaign raising awareness around the launch.
Created in partnership with AOR Droga5, Lululemon’s “A Woman’s Foot” is highlighting the brand’s expansion with an acknowledgment of the individual needs of female runners. The launch is accompanied by a one-minute spot directed by Sophia Nahli Allison (A Love Song For Latasha) and backed by director Melina Matsoukas’ creative collective de la revolución.