Lululemon’s Pantsdemonium

"Pantsdemonium" is a campaign by Lululemon designed to drive awareness and adoption of their men's ABC (Anti-Ball Crushing / Always Be Comfortable) pants. The campaign highlights the product's comfort and versatility, featuring notable figures such as Casey Neistat, Wayne Gretzky, and DK Metcalf.

The campaign drove significant results in both awareness, consideration and conversion. Having overshot demand by 128% with a deeper investment to combat a tailing pants business from competitors, it was proof that the campaign resonated with millennial males who were now purchasing lululemon apparel on their own.