Max MorrishBack to writing

Flow Series: a spec launch for Lululemon

A launch plan and channel pieces for invented headphones wrapped in Lululemon's Nulu fabric.

Spec work for an invented product, January 2026. Not affiliated with, commissioned or endorsed by Lululemon or Strava.

4 channels, each given one job

First Instagram carousel slide: grey fabric headphones floating among sage ribbons, with the words 'flow series. hardware shouldn't be a hurdle.'
The first of five carousel slides. The headphones don't exist, so every product image is a mock-up.
Where
My application to a digital marketing program
Role
Solo, spec work
Built with
Canva

What I made

I wrote the master brief as a memo: the positioning (the science of feel), the customer (the Mindful Achiever) and one job for each of four channels.

Then I made the pieces in Canva. They went in with my application to a digital marketing program in January 2026, and I started the program in May.

  1. Briefthe science of feel, for the Mindful Achiever
  2. ChannelsInstagram, TikTok, email and Strava, one job each
  3. PiecesStrava and billboard proposal, launch email, Instagram carousel
From one premise to the pieces that carry it.

What came out of it

Strava and billboards

I proposed a Strava integration: a run becomes a Flow Path when stride, heart rate and music sync, and city billboards show local members' paths, anonymised.

Page two of the Strava proposal: a mocked-up city billboard with Flow Series headphones, a phone showing a glowing route and the line 'Strava. Find your frequency.', above sections headed The Flow Path, The OOH Strategy and Guest Impact.
The Strava and billboard proposal.

The launch email

It opens on the carousel's line, that hardware shouldn't be a hurdle, and ends on early access for members.

Top of the launch email: 'flow series' in large serif type over sage-green fabric headphones hanging from a strap, and the line 'Your movement is a composition. Why should your hardware be the hurdle?'
The top of the launch email.
The rest of the launch email: three product mock-ups, each beside a short section headed Moisture-wicking architecture, The science of feel and Premium acoustic presence, then the line 'Join The Collective. Early access for members starts now.' above a Claim your rhythm button.
The rest of the email: three reasons, then member early access.