lululemon Names Droga5 Its Agency of Record

lululemon, the athletic apparel brand known for its innovative products and vibrant community, announced today that it has appointed Droga5 New York as its creative agency of record after a competitive pitch. Droga5’s appointment by lululemon comes as the brand seeks to further its growth story across new categories and new global markets.

Droga5 will be tasked with broadening the brand’s appeal with entirely new audiences, by defining and rolling out a new brand platform across key regions, and connecting it across the entirety of the lululemon brand experience.

The new partnership commenced in October 2020; the first work is expected to debut in 2021.

Commentary about the appointment from lululemon athletica’s Nikki Neuburger, chief brand officer, and Droga5’s Tim Gordon, co-chief creative officer.

“At lululemon, we have ambitious goals; so partnering with an agency that shares our belief in purpose-led transformation is essential." said Nikki Neuburger, chief brand officer at lululemon. "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."

Tim Gordon, co-CCO at Droga5, added: “This is just awesome. lululemon is a brand that has created and redefined entire categories, and we are honoured to partner with them as they embark on this next chapter. The opportunity to do great brand building and tell fantastic product stories is thrilling. Probably most importantly, it was clear from the first conversation that we shared the same level of ambition, enthusiasm and creative drive to make this special.”