As 2025 arrives, don’t let life’s vibrancy pause.
Recently, Lululemon unveiled its fresh creative campaign, “Live Like You Are Alive,” telling the story of fitness enthusiast Joan, who transformed her life through exercise, declaring to the world that she lives more fully than anyone else at her age. The “Live Like You Are Alive” theme is now on display in Lululemon stores across China.
This theme marks the beginning of 2025 with a bang, with other brands being inspired by Lululemon.
In the first months of 2025, Xiaomi’s Lei Jun launched a 100-day fitness challenge became a trending topic, and during the Lunar New Year holiday, he showcased six days of extreme skiing to emphasise how exercise brings vitality. This fitness challenge aligns perfectly with the current mindset of young consumers in China.
Specifically, a GymSquare survey reveals that more than half of women exercise primarily to improve their mood. In a DT Business survey, 93% of respondents reported exercising in 2024, with 89.3% saying they felt positive, tangible effects from their workouts. Notably, 55.1% of participants said exercise helped boost their mood. Fitness has become a vital remedy for today’s youth.
《2023中国健身和健康生活方式行业报告》
01: Moving Forward to Live a Vibrant Life
In urban life, exercise has become the energy booster for our daily routines.
On Chinese social media, posts showcasing regular fitness routines have become a new form of personal journaling.
The #FitnessChallenge hashtag on Xiaohongshu has accumulated over 25.3 million views. The platform has also launched various fitness check-in challenges, while the overseas “Challenge 66,” a 66-day challenge that starts on New Year’s Day, has become an annual fitness milestone. Behind these seemingly disciplined fitness check-ins is a form of self-rescue in a low-energy urban lifestyle.
Spring marks the season when people in the city resume their fitness routines. Only when the body starts moving does life begin to move.
This aligns perfectly with lululemon’s philosophy. Their first post-Spring Festival campaign, “Live Like You Are Alive,” is all about how exercise makes life more vibrant.
The protagonist of this campaign, Joan MacDonald, walked into a gym at the age of 70 and, over the next eight years, transformed into a fitness expert.
At 70, Joan was struggling with high blood pressure and high cholesterol. Faced with the choice of increasing her medication or changing her lifestyle, she decided to make a change. Under the guidance of her daughter, Michelle, a fitness trainer, Joan embarked on a journey toward a healthier lifestyle. She began with difficulty lifting just 4.5 kg dumbbells, but now trains five days a week. Not only has she lost 31.5 kg, but she’s also free from medication.
Fitness has helped her regain control over her body and has built a stronger inner resolve. Through her “Train With Joan” Instagram series, she encourages others to begin their own health journeys, proving that age is never a limit. As long as you’re willing to take action, you can “wind up your life’s clock” again.
02: What Does “Living Vibrantly” Mean to lululemon?
Joan’s story is a true reflection of lululemon’s “Live Vibrantly” philosophy—it’s never too late to start exercising. As long as you get moving, you can live vibrantly.
Joan’s transformation is not just physical but a mental shift as well.
Today, she inspires millions of followers on social media, especially Generation Z, proving an unexpected communication logic: what resonates most with young people is the silver-haired strength that goes against the typical youth-worship culture.
What they see is not just a 70-year-old woman still dedicated to fitness, but a positive attitude toward life—exercise isn’t just for the young; it belongs to anyone willing to take the first step.
Furthermore, maintaining a good physical state has always been a key theme for lululemon, but in the pursuit of that state, the process of “Living Vibrantly” shouldn’t be overlooked. Jumping, leaping, sweating—when you’re no longer moving, you lose the vitality of life.
From a brand perspective, “Living Vibrantly” showcases lululemon’s inclusivity as it reaches out to the wider public.
In the public’s stereotype, fitness seems to be a game for the young, yet lululemon uses Joan’s story to tell us that exercise has no entry barriers, and no age limits.
When “Living Vibrantly” is interpreted as any moment you take a step toward a better version of yourself—just get moving—exercise moves from an elite, specialized activity to an everyday lifestyle choice.
And lululemon remains a companion, a source of inspiration, and a provider of professional gear, regardless of body size, fitness level, or age, helping more people take that important first step. lululemon believes that moving is the answer to everything—only when we move can we truly live vibrantly.
03: Innovative Training Gear for Your Dynamic Freedom
With the release of the commercial, lululemon also launched its latest spring training gear, including the new Glow Up collection, which is worth noting. While encouraging more people to live vibrantly, lululemon is also addressing the “unmet needs” of its customers.
lululemon Glow Up™ Series
lululemon Chargefeel 3 All-in-One Running and Training Shoes
lululemon Zeroed In Series
Whether you’re just starting out or already accustomed to sweating it out, remember: exercise isn’t about age, nor does it require a special setting. As long as you get moving, you can live vibrantly.
