Tasked with launching Lululemon’s inaugural entry into the women’s athletic footwear market, the goal was to raise brand awareness and bolster sales for the brand’s new line of Feel shoes. To evoke public interest, we incorporated a unique Spotify code onto the sole of each Lululemon Feel shoe. Upon scanning the implanted Spotify code, a curated playlist tailored to the activities that each shoe is designed for is unveiled, merging the physical and mental health benefits of exercise and music. The campaign seeks to empower women to embrace a healthy lifestyle, celebrating their individuality with Lululemon’s Feel shoes.