lululemon, a global leader in athletic apparel and mindful movement, brought its signature energy to the 2025 Boston Marathon with an unforgettable activation. Known for merging performance with culture, lululemon partnered with AVARIA to capture the spirit of the weekend through dynamic video production and immersive photography. From branded experiences to community moments, we created a suite of media assets that highlighted the pulse of the event and celebrated the runners, the city, and the brand’s deep-rooted connection to wellness and movement. The final visuals embodied lululemon’s ethos: elevated, intentional, and built to move.