lululemon: Freelance Copywriter

Landing lululemon as a client was a genuine pinch-me moment — as a qualified yoga teacher and long-time customer, I may have boasted about it on Instagram Stories. I was brought in to help the copy team during a busy, transitional period. They had only two senior writers on the team, plus a copy director who’d just transferred from Canada. I was there to pick up mostly business-as-usual copy, like emails and homepage — but, lucky for me, I also got to work on some bigger stuff, like the 2026 Global Run and lululemon x Runna marathon campaigns. As well as my favourite task: creating in-store love notes for their global stores, including Paris, Budapest and Warsaw. At the end of the contract, the team asked me to stay on.

The magic with lululemon is striking the right balance between performance-driven and aspirational without ever losing its warmth and sense of community. Every word has to work hard — whether it's a subject line or a mirror love note someone reads mid-outfit try-on. There’s no room for generic copy here; every headline and body copy has to relate to one of two things: the product itself or physical movement. That's how lululemon maintains the tone its community knows and loves.