Athletic apparel brand Lululemon has chosen Droga5 New York as its creative agency of record following a review.
The brand has worked with agencies including Red & Co. and Virtue in the past. According to a person close to the review, 72andSunny also participated.
Droga5 will be tasked with “broadening the brand’s appeal with entirely new audiences” by creating a refreshed brand platform for Lululemon and rolling it out across key markets. The agency’s first work for Lululemon is expected to come out next year.
“From the very beginning, the team at Droga5 displayed a deep strategic understanding of guests, our brand and business, and presented a diversity of creative work across the entire brand experience,” Nikki Neuburger, Lululemon’s chief brand officer, said in a statement. Neuburger joined the company at the start of this year after a stint at Uber.
Lululemon is the latest in a string of wins this year for Droga5 New York, which also includes Allstate, Kerrygold and Maserati. The agency, owned by Accenture Interactive, was also recently selected to rebrand CBS All Access, ViacomCBS’ flagship streaming platform launched in 2014.
“Lululemon is a brand that has created and redefined entire categories, and we are honored to partner with them as they embark on this next chapter,” Tim Gordon, Droga5’s co-chief creative officer, said in a statement. “It was clear from the first conversation that we shared the same level of ambition, enthusiasm and creative drive to make this special.”
Lululemon has weathered the Covid-19 crisis relatively well thanks to an increased demand for comfy clothing. Its revenue and online sales increased last quarter. In July, it acquired at-home fitness brand Mirror. Last year, the company, which has more than 500 stores around the world, said it plans to expand into footwear.
The athleisure brand debuted its first global campaign in 2017. Created by Virtue, which is owned by Vice Media, the campaign illustrated the “inclusivity and accessibility of yoga” by showing how it can help with everything from singing to surfing.