Jordan Clarkson and Frances Tiafoe Live 24 Hours to the Fullest with Lululemon and Condé Nast

Lululemon, in partnership with Condé Nast, has launched a new chapter of its film series 24 Hours To The Fullest, featuring NBA standout Jordan Clarkson and tennis star Frances Tiafoe. Produced by Field Unit and directed by acclaimed filmmaker Henry DaCosta, the short-film campaign explores what it takes to perform at the highest level - not just physically, but mentally.

The series, distributed globally, goes inside the psychology of top performers and reveals that the toughest opponent that athletes face isn’t always across the court. Sometimes, it’s time itself.

Shot on location in New York City, the films follow Jordan and Frances through a day in motion. The story captures presence: stretching at sunrise, moving through the city, meditating, cooking, training, resetting. Each moment reflects the campaign’s central idea that living life at its maximum is an intentional, full-time practice.

“I was excited to find new ways to portray Jordan and Frances’ training, letting the visuals slip into abstraction and moving past a conventional doc style. I wanted to turn their training routines into a visual poem about their dedication to the sport.” said Henry DaCosta, director.

Henry, known for his dynamic camera work and ability to capture emotional nuance, brings a cinematic, editorial lens to the project. A leading director in the music, sports, and style world, Henry creates portraiture that feels intimate yet elevated, blending day-in-the-life realism with striking visual storytelling.

In 24 Hours To The Fullest, his direction keeps each athlete’s narration personal, abstract, and anchored to the concept of time. Instead of conventional voiceover, their reflections form a minimalist poem - short, staccato lines that let the film breathe, leaving space for sound design, quick cuts, and intentional silence. The result is a rhythm that mirrors movement: energy, stillness, acceleration, pause. Through layered audio, dynamic editing, and a fresh perspective, DaCosta captures not just what Jordan and Frances do, but how they feel in the moments between.

Henry’s production approach is structured around micro-setups - multiple vignettes within each location that athletes can step into with ease. By designing preset scenarios and pairing them with a streamlined shot list and schedule, the team captures a wide spectrum of visuals quickly. This lets the film balance stylised moments with grounded coverage of training and gameplay, keeping the pace kinetic and the imagery diverse.

“24 Hours To The Fullest reminds us that excellence isn’t just about intensity, it’s about presence,” said Oscar Lyons, Field Unit executive producer. “Jordan and Frances show us what it looks like to build a life that reflects what matters most, both on and off the court.”

The campaign celebrates Lululemon’s commitment to mental well-being and intentional living, documenting that greatness isn’t defined by big moments, but is instead built one moment at a time. Twenty-four hours a day. All year long.

Both Jordan and Frances will also appear in companion editorial interviews with GQ and Vanity Fair, reflecting on mindset, balance, and the power of resetting amidst demanding schedules.