How lululemon, a running community, and LA created a virtuous circle of social engagement

Peter Abraham, the founder of Abraham Content Marketing Studio, tells PSFK how bringing together two passionate groups of people created a community with lululemon.

Working in the fitness and running space, I’ve noticed a shift in how millennials work out over the past few years. It goes along with everything else you’ve heard about this demographic: ‘it’s all about the experience’ for them, they want to share what they’re doing with everyone, and they’re drawn to improving the cities in which they live through the frames of community and community betterment.

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