Team Canada x lululemon
Creative Direction & Design
As Team Canada transitioned from Hudson's Bay to lululemon as Official Outfitter, I helped develop the co-brand creative direction, visual framework, and partnership guidelines that brought the relationship to life. Working closely with internal teams and partners, I helped establish how the two brands would work together across athlete apparel, marketing, and communications, while providing creative direction for the Beijing 2022 Olympic kit and supporting applications.
Grounded in the Be Olympic brand platform, the approach balanced bold Team Canada expressions for Games-time moments with more understated, lifestyle-driven executions that could extend beyond the Olympic window.
The Team Canada kit unveil generated more than 1.5 billion media impressions worldwide.
Grounded in the Be Olympic brand platform, the approach balanced bold Team Canada expressions for Games-time moments with more understated, lifestyle-driven executions that could extend beyond the Olympic window.
The Team Canada kit unveil generated more than 1.5 billion media impressions worldwide.
