Team Canada x lululemon


Design Direction
As HBC’s Partnership agreement with Team Canada was coming to a close as Official Outfitter, we set out to redefine Team Canada’s look and feel on the world's stage for the 2022 Olympics in Beijing and beyond. A strategy and design to reflect the Be Olympic values and Team Canada’s ambition for virtue and victory beyond the Olympic window on and off the field of play. Lululemon was the perfect fit and collaborator to build a shared story of transformation with a visual approach of overt to covert – allowing for a visually impactful Team Canada Beijing Olympic kit while also flexing for more subtle or creative expressions in seasonal gear.