Lululemon: Black Music Month

Community Programming + Cultural Partnerships

New York City - 2022

Context

Lululemon’s Flatiron community space was looking to bring in new, diverse audiences while staying true to its ethos of mindfulness, movement, and connection. Live More was brought in to design a program that felt welcoming, intentional, community-led, and aligned with the theme of Black Music Month (June)

What Happened

Live More produced a mindfulness meditation with an NFL/NBA Yoga Instructor, a networking mixer with a DJ, and a panel with Q&A on careers in the music industry outside the traditional label system.

Objective

  • Introduce the space to a new audience

  • Create a culturally relevant, non-commercial experience

  • Foster meaningful connection through programming

Our Role

  • Creative & Partnership Strategy

  • Programming Concept & Talent Curation

  • Event Production & Operational Execution

  • Content Direction & Post-Event Storytelling

Outcome

  • Event reached RSVP capacity within 24 hours

  • Venue operated at full capacity

  • Recap content reached over 5,000 views, the majority being non-followers

  • Strong post-event engagement and inbound interest

Why it Worked

By leading with shared knowledge from subject experts in music and culture, alongside a unique experience rooted in mindfulness, the program resonated without feeling promotional. Positioning the space as a platform for conversation allowed the brand to show up authentically and build long-term affinity with a new audience.

Event Recap