role:
senior copywriter
Team Canada x lululemon
Time to cheer: this global campaign marked the exciting launch of an eight-year partnership for lululemon as the Official Outfitter of Team Canada. Launch assets shared the pride and excitement of the announcement, as well as the first drop of designs for the 2022 Winter Olympics—gear for the team’s biggest fans to show their support as athletes take the international stage. One product in particular, the Future Legacy Bag, got the spotlight, educating guests on how their purchase gives back to athletes through the Canadian Olympic Foundation and Paralympic Foundation of Canada.
campaign context: anthem video
To celebrate this momentous occasion, members of the lululemon in-house creative team worked with Droga5 to create FEEL CANADA, a campaign that positions the country (and lululemon’s designs) as modern, transformative, and anchored in innovation while showcasing the courage, resilience, and connection required by Team Canada’s athletes as they compete at the highest levels.
Partnership Copy
In case you missed it: we’ve joined Team Canada.
As the Official Outfitter of Team Canada, we’re changing how the world sees Canada’s best—from opening ceremony to the top of the podium.
It doesn’t get any more official than this.
In partnership with Team Canada, we’ll outfit athletes in lululemon apparel and accessories that tell a story of transformation—of the courage, strength, and collaboration it takes to compete at the highest level.
Official Outfitter of Team Canada. From coast to coast to coast.
The Team Canada x lululemon Collection is a story of transformation: of the courage, strength, and collaboration required to compete at the highest level. It is a celebration of our country—of who we are and what we are capable of. Together, we’ll show the world what it means to feel Canada.
Meet the athletes we’ll all be cheering for.
From the first skier to land a switch cork 720 in women’s halfpipe to a Summer and Winter Games Paralympic competitor, our Team Canada Ambassadors are goals, personified.
Product Copy
Team Canada x lululemon
Our official Team Canada partnership debuts with transformative designs and an iconic bag that gives back to Canadian athletes.
Team Canada, on your shoulders.
Every purchase of the Future Legacy Bag gives back to Canadian athletes through the Canadian Olympic Foundation and Paralympic Foundation of Canada.
Another reason to cheer.
Discover limited-edition Team Canada looks and original prints in our best-selling silhouettes.
Winter Games, here we come.
All the comfort of your everyday favourites, with all the pride of Team Canada.
Pride now comes in prints.
Channel the energy and dedication of Team Canada in original prints that show off your support.
Designed for the dedicated.
The Team Canada x lululemon Collection is designed athlete-first, so you can channel their strength and determination with every wear.
Cheer them on in total comfort.
Matching sweatsuits, Team Canada edition. Tune in for the Winter Games in new limited-edition looks for our best-selling hoodies and joggers.
Your team, your style.
Wear your support in official Team Canada x lululemon designs and an iconic bag that gives back to Canadian athletes.
Let them hear it.
Energizing, original prints in our best-selling silhouettes—these limited-edition Team Canada designs might just make you cheer louder.
You’re on the team.
The next best thing to being at the Winter Games: gearing up to cheer them on in official Team Canada x lululemon designs.
creative team:
Art Director: Andrew Passas; Copy Director: Kate MacLennan; Sr. Graphic Designers: Ryan Murray, Tim Chuang, Henry Barros