As vaccinated Americans return to pre-pandemic life, including in-person visits to the gym, some home fitness brands that got a boost during the pandemic are switching up their marketing strategies. Peloton recently said it is planning a more “aggressive” marketing approach this year. Now, Mirror, the interactive home fitness brand acquired last year by Lululemon, has appointed its first agency-of-record.

The five-year-old brand tapped Known following a pitch process. Founded in 2020, Known works with big-name clients such as Amazon, Microsoft and Beyond Meat. The shop will be providing a full service of offerings to Mirror, including growth strategies, creative branding, media planning and buying, according to Known President Ross Martin.

“[Mirror has] an incredible opportunity—this is a super-hot product, incredible technology and a beloved brand in a fast-growing category that only sped up during the pandemic,” says Martin. “Our job is to amplify that brand love and spread it to continue to propel growth for this business.”

New marketing, including on linear TV, audio channels, out-of-home and social search and digital display, will debut in October. Last year, Lululemon, which purchased Mirror for $500 million, began selling the $1,500 Mirror devices in a handful of its brick-and-mortar stores ahead of the holiday selling season—the product is now in more than 100 stores.

Known’s appointment marks the first time Mirror has designated an agency of record. Lululemon works with Droga5, a relationship that began last year.

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