Lululemon is stretching its marketing wings to include Accenture Interactive’s Droga5 as creative agency of record. The decision follows a pitch on how best to market the brand across new categories and geographies. While many apparel brands have faltered during the pandemic, Lululemon has gotten a boost from soaring demand for athleisure and wear-at-home styles, both from consumers looking for more comfortable clothing or for those exercising more frequently. Droga5 is tasked with rolling out a new platform for the Canadian brand, which recently acquired home connected-fitness startup Mirror.
Nikki Neuburger, who joined Lululemon earlier this year from Uber Eats, noted the importance of purpose-led beliefs as a key element of Droga5’s appointment. “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,” she said in a statement.
Though Lululemon is not a large spender—the yogawear brand spent less than $100,000 on media for the year ended June 20, according to Comvergence—it’s a growing brand that has been gaining traction with consumers. Last year, Lululemon opened a lavish experiential flagship in Chicago that included a café and fitness studios, and CEO Calvin McDonald recently said the brand is not shying away from such stores, despite the ongoing pandemic and social distancing restrictions.
