Lululemon taps 78-year-old fitness influencer Joan MacDonald for new campaign

Global – Lululemon is challenging ageist fitness stereotypes with its latest campaign, featuring 78-year-old fitness influencer Joan MacDonald. As part of the launch of its Glow Up collection, the brand spotlights MacDonald as a testament to longevity, strength and self-transformation.

MacDonald, who began her fitness journey in her 70s, has built a global following by proving that age is no barrier to athleticism. Her collaboration with Lululemon aligns with the brand’s commitment to inclusivity in sportswear. ‘If she can lift 135 pounds at 78, maybe I can lift my butt from this couch,’ says the narrator in the new ad. ‘Maybe I should be more annoying.’

The Glow Up collection introduces Ultralu, a sculpting fabric designed for high-performance training. Key pieces include the Glow Up Tank Top, featuring built-in support, and the Glow Up Super-High-Rise Tight, offering a secure, sculpted fit.

By featuring MacDonald, Lululemon signals a shift towards greater representation in activewear. Our Boomers Now and Next: From Ageing to Becoming macrotrend highlighted the demographic’s growing fitness enthusiasm and their interest in tracking workouts on Strava. In She Is Mother, we predicted that advertisers would increasingly embrace women over 60, as numerous actresses and social media content creators have found renewed success among Gen Z.