Outshine Gold

A historic sponsorship for lululemon as Team Canada’s official outfitter

Lululemon seized the epic opportunity to spotlight how Team Canada’s elite athletes are more than Olympians– they’re true Canadians.

Their Canadian values are the secret behind how they show up for the world’s most important sports event, their team and themselves – and something the entire country together can rally behind.

In this global 360 campaign, “Outshine Gold”, lululemon proves Team Canada’s athletes mental and physical abilities shine brighter than any medal.

Ambassadors

Our cast featured the elite of Olympic and Para-Olympic champions: Damien Warner, Cindy Ouellet, Melissa Humana-Paredes, Summer McIntosh, Zak Madell, and the first-ever recipient of the Breakdancing gold medal: Phil Kim.

Visual Identity

Red for Canada, Gold for medals, and the Sky for their limits.

In-Store

More than a shopping experience, the merchandising was meant to be a rallying cry.

Social

This moment was major, and content needed to be planned and maximized, from Kit reveal, unboxings and try-on hauls, and engagement throughout the games. Our content was featured on Team Canada’s socials, as well as the Olympics and Para-Olympics, and our athlete ambassador socials. Engagement was lit — and non-stop.