Meet WKND

Luma is a fictional sports brand, created specifically for this lab. It gives you a realistic context to work in — so you can focus on building and exploring Adobe Experience Platform without worrying about real data or real customers.

During the exercises, you are the marketer behind the brand. You will be setting up audiences, journeys, and communications on behalf of Luma — exactly as you would in a real-world scenario.

About the brand

Luma sells sports equipment, apparel, and accessories through its website and a network of physical stores across Europe. Its catalog covers everything from yoga mats and training gear to outdoor apparel, targeting customers who range from casual fitness enthusiasts to dedicated athletes. Luma operates both online and in-store, and places a strong emphasis on the post-purchase experience — from order confirmation to in-store pickup.

Luma+

Luma+ is the brand's loyalty program. Members earn points on every purchase, get early access to new collections, and unlock exclusive promotions as they move through membership tiers — Blue, Silver, and Gold. Growing and retaining the Luma+ member base is one of Luma's key marketing priorities, and it plays a central role in several of the use cases you will work on throughout the lab.