Everlast already had a yoga line in Mexico. The problem wasn't the product — it was the perception. In a market dominated by aspirational brands like Lululemon and Alo Yoga, yoga had become something that felt like it wasn't for most people. Our research confirmed it: 65% of Mexican young people feel yoga "isn't for them" due to price or elitist aesthetics, and 70% prefer brands that speak from authenticity, not luxury. The opportunity wasn't to compete with premium brands on their own territory. It was to build a new one. The concept: Bienestar que sí te alcanza.

What we built:

• Documental research grounded in WGSN, McKinsey and Statista data, mapping trends in wellness identity, Gen Z consumption, inclusive design and the growing yoga market in Mexico (+23% participation since 2020)

• Field research: 3 in-depth interviews and a 100-person survey exploring real barriers like price, intimidation, size inconsistency, and the feeling of not belonging in boutique studio spaces

• Studio visits to 6 key spaces across CDMX (P&B, Barre MX, My Flow, Pupe Wheel, Aarde, B Pilates) to map competitor environments, user profiles and retail behavior firsthand.

• Full buyer persona: Alejandra, 19-30 years old, NSE C/C+, practices yoga on YouTube because she can't afford a membership, wants clothes that moves with her life not just her workout.

• FODA analysis of Everlast and 6 direct competitors to identify the white space: between Lululemon's inaccessible premium and Shein's low-quality fast fashion, nobody was offering real technical quality at honest prices

• 4-line integrated strategy with real budgets and KPIs: digital awareness campaign (#ElBienestarTambiénEsTuyo), accessible pop-up experiences in universities and parks, democratic distribution through Coppel, Suburbia and Sears, and open yoga classes streamed live from public spaces across CDMX