When Brands Move With Us
Every Sunday morning, people across cities roll out their mats for Lululemon’s free community yoga classes. It’s a simple idea, but it says a lot about how the brand understands what people really seek from wellness today.
I’m a certified yoga instructor and have worked with Lululemon for years, teaching at their community events. What I love most about these gatherings is how genuine they feel. There are no racks of clothing outside, no quiet push to buy after class. It feels like the brand is living its values: mindfulness, movement, and community in action.
I often find myself connecting moments like this to my research on embodiment, how emotion and identity are felt through the body, and how those feelings shape our connection to brands. What Lululemon has built through its Sunday Morning Yoga series goes beyond marketing; it’s something lived. The act of moving and breathing together transforms a brand interaction into an experience of presence and belonging.
Lululemon isn’t alone in this shift. Aerie, Alo Yoga, and Saysh are each finding ways to make wellness tangible. Aerie’s #AerieREAL Life events center authenticity and self-expression. Alo Yoga’s sanctuary-style spaces merge lifestyle and movement, creating environments that feel aspirational. Saysh, founded by Allyson Felix, builds community through its women’s run club, connecting women through shared values and purpose.
What’s interesting to me is that while many brands are now trying to build community, not all of them get it right. It only works when it feels lived-in, when the experience matches the message. People can sense when a connection is authentic, and when it’s being staged.
The future of wellness branding lies in embodiment , not just how brands look or sound, but how they make people feel in real time. These brands are setting a new tone for the industry: one rooted in emotion, authenticity, and genuine connection. The next era of brand loyalty will come from alignment, the kind people can feel in their bodies and carry into their everyday lives.
-Dania Khalife
