On the heels of lululemon officially entering the footwear category, Droga5 has launched its latest work to promote the new line.
Earlier this month lululemon debuted its first footwear collection made for women, Blissfeel, which is available starting yesterday in select markets.
Directed by Academy Award-nominated filmmaker Sophia Nahli Allison and backed by Melina Matsoukas’ new creative collective de la revolución, Droga5 introduced lululemon’s first step into the performance footwear space with an artful love letter to ‘A Woman’s Foot.' Mirroring the considerations of the BlissFeel Running Shoe—the brand’s first running shoe made for women first—the film celebrates the intricate nuances of women’s feet and what makes them feel good in motion.
‘A Woman’s Foot’ was shot in Mexico City and Shanghai in collaboration with cinematographer Michael ‘Cambio’ Fernandez, with the local support of cinematographer Stevo Sheng in China. The film also features some of the brand’s ambassadors: Colleen Quigley, Kadeena Cox, Changning Zhang and Mirna Valerio alongside other real female runners. We’re also rolling out a series of social films that delve deeper into each ambassador’s running story and nuances of their anatomy, making each one personal and true.