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.”