Why Lululemon’s Joan MacDonald Campaign Is Great—But Could Have Gone Further
Mar 05, 2025
Lululemon’s New Campaign Is a Step Forward—but They Missed a Big Opportunity
It’s a pretty exciting moment when you see a brand like Lululemon finally feature someone like Joan MacDonald—a 78-year-old fitness influencer—in their campaign. Joan is a reminder that strength and vitality don’t fade with age; they just get stronger. It’s a big, bold move toward age inclusivity, and for that, I’m here for it.
But here’s the rub: While this campaign is refreshing, it’s kind of disappointing that, after the campaign, Joan's face isn’t on the Lululemon website. Instead, we’re back to seeing the same old skinny, 20-something models in their iconic poses. Why go this far in the campaign only to pull back when it comes to actually representing her on their website? It’s almost as if the campaign was a marketing stunt to be applauded for a moment but then quietly tucked away. Where’s the follow-through?
I get it—Lululemon isn’t for everyone. Their leggings are beautiful, but at $118, they’re out of reach for many. And I know not everyone is a fan of the brand’s vibe. So while I celebrate them for taking the first step in showing that fitness, wellness, and strength are not reserved for the young, I have to ask: Why stop there? Why not continue to show real, diverse bodies on your website? Why not continue championing Joan MacDonald as an ongoing symbol of living fully at every age?
For me, this feels like a missed opportunity. I mean, let’s be honest—Joan’s journey is inspiring. She turned her life around, at 70, and now she’s showing the world that living well doesn’t have an expiration date. Isn’t that a message we should all be hearing more of? So why not keep that momentum going?
Live Like You Are Alive Halter Tank
I want more brands to take this as a sign that we don’t need to be in our 20s, flawless and picture-perfect, to be seen. There’s so much more to strength, beauty, and wellness than what we see marketed to us right now. We deserve the space to show up, as we are—no matter the number of candles on our birthday cake.
I’ll be watching to see if Lululemon actually sticks with this messaging, or if they’ll go back to the easy route of showing only youth and beauty as synonymous with health. Joan MacDonald has shown us that strength doesn’t look like one thing—it looks like all of us, no matter our age. I just hope other brands start making space for women like her—because we’re ready to live fully, just like her.
