As the next evolution of lululemon’s global asset pack, this project expanded on the success of the original with deeper regional collaboration and increased creative flexibility. For the first time, global markets were invited to submit specific requests, allowing the final toolkit to reflect both central brand direction and regional needs. The aesthetic remained clean and adaptable, supported by an expanded location shoot and two distinct lighting scenarios. This approach enabled seamless use across retail and digital touchpoints, with enough visual variation to keep the system cohesive yet dynamic. Widely adopted across Europe, the Middle East, Asia, and Australia, the F/W Asset Pack became a benchmark for scalable, globally resonant creative.