The lululemon Running brand was created to give the category a focused, energetic identity distinct from the broader world of lululemon. While the main brand spans wellness and lifestyle, Running needed a voice shaped by performance, community, and the culture of runners who train together, race together, and treat major events as both milestones and shared experiences. The guidelines define how this sub-brand shows up across touchpoints, creating a consistent expression for a community driven by ambition, connection, and the momentum of running at their best.



The identity is anchored by bold custom typography, performance-inspired patterns, cheeky graphics, and a modular layout system built for races, clubs, and community events. A core palette led by Hot Heat and Sequoia defines the foundational look, with seasonal color layers added when product stories overlap with marathons or major races. The guidelines define how this sub-brand shows up across touchpoints, creating a consistent expression for a community driven by ambition, connection, and the collective experience of running.