lululemon x Ed Curtis: Collaborating to drive share of shout

lululemon wanted to drive coverage in the important yet competitive January activewear round-ups. A partnership with avant-garde fashion designer Ed Curtis delivered.

Our response?

In order to see cut-through in January, a partnership with designer Ed Curtis provided eye-catching imagery and the point of difference we needed.

We began pre-pitching to media months in advance, lining up coverage for launch.

We honed in on the bright colourways and vibrant prints to stand out from traditional activewear pieces in neutral and darker tones. Carefully crafted pitches took the coverage from beyond product placement to deeper-dive. This was conducted alongside the seeding of product to top tier press to product-test.


We secured 37 pieces of coverage in leading fashion, lifestyle and national titles with a combined reach that exceeded 400 million. The collection featured in Vogue,,,, and, to name a small few.