Savoir Agency, a Los Angeles-based experiential events company, was hired by Luluemon Athleta to help conceptualize and produce this year's pride activation at the 2022 Pride in the Park event with Christopher Street West Association.
Proud Every Day. was a two-day activation that started with an inclusive pride dinner hosted by The Wander Boys at Otõno in Highland Park and was followed by a fun-filled day at the park.
Proud Every Day. is about enabling Lululemon's community to grow together in celebration of individuality, humanity, and self-love. Held at the Los Angeles Historic State Park on June 11, 2022 with 25,000 attendees, our goal was to reclaim our youth by building a student store filled with pep rally essentials.
Because most of us have vivid memories from our youth, it was incredibly easy to tap our reservoir of 'aha' moments and be inspired to create a space that would take you back to your prep rally days. What better place than the high school football team locker room? This activation was all about starting a conversation with our audience and hopefully finding meaning in it so we could convene and celebrate our commonalities through outdoor activities, conversation, and joy.
Proud Every Day. started with a walk-a-thon benefitting ProjectQ. ProjectQ Community Center is a non-profit organization that provides safe space for LGBTQIA+ youth. At the Community Center, LGBTQIA+ folx with housing insecurities can receive free mentorship classes and workshops, along with free gender-affirming haircuts.
For every mile walked, Lululemon donated $5 to the non-profit and guests received premium Lululemon gear. The walk-a-thon was followed by a cheer class run by The Wander Boys, a social fraternity who are proud to be gay, bisexual, queer, and trans and seek connection through outdoor adventure and profound self-expression. The space was outfitted with commissioned artwork by Simon Malvaez and Declaration Poem by Jedidiah Jenkins.
We designed an experience that helped the local LA community feel proud of who they are and the Proud Every Day. The campaign was built on the idea that everyone has their own unique talents, and strengths, and we all have something to offer—something that's worth sharing with the world.
