Sportswear brand Lululemon selected Droga5 New York as a creative agency for records after a review.
The brand has worked with agencies such as Red & Co. and Virtue in the past. 72andSunny also participated, according to someone close to the review.
Droga5 will be tasked with “expanding brand appeal to a whole new audience” by creating an updated branding platform for Lululemon and rolling it out in key markets. The agency’s first work for Lululemon is expected to be published next year.
“The Droga5 team demonstrated a deep strategic understanding of guests, our brand and our business from the start, and presented a variety of creative work across the entire brand experience,” said Nikki Neuburger, Lululemon’s Chief Brand Officer, in a statement. Neuburger joined the company earlier this year after a stint at Uber.
Lululemon is the final win this year for Droga5 New York, which includes Allstate, Kerrygold and Maserati. Accenture Interactive’s agency was recently selected to rename CBS All Access, ViacomCBS’s flagship streaming platform launched in 2014.
“Lululemon is a brand that has created and redefined entire categories and we are honored to work with them as they begin this next chapter,” said Tim Gordon, Droga5’s co-chief creative officer, in a statement. “From the first conversation it became clear that we had the same ambition, the same enthusiasm and the same creative drive to make this something special.”
Lululemon weathered the Covid-19 crisis relatively well thanks to the increased demand for comfortable clothing. Revenue and online sales increased last quarter. In July, the company acquired the home fitness brand Mirror. Last year the company, which has more than 500 stores worldwide, announced that it would expand into shoes.
The athleisure brand debuted in 2017 with its first global campaign. Created by Virtue, a Vice Media company, the campaign illustrated the “inclusiveness and accessibility of yoga” by showing how it can help with everything from singing to surfing.