lululemon Waterfront 10K

lululemon Waterfront 10K Case Study
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Looking to build on their strong reputation in athletic wear throughout North America, lululemon recognized an opportunity to solidify their presence with the running community in Toronto. The lululemon Waterfront 10k was an opportunity to focus on bringing lululemon values and culture in a fun, inclusive event.

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  1. Position lululemon as a credible run brand in Ontario

  2. Show the brand’s support the Toronto run community

  3. Engage event participants as future lululemon guests

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  1. Lift traffic in the region by 10%

  2. Drive an additional $700K in incremental sales

  3. 5k additional Instagram followers to the @lululemonTO

  4. 5k #morethanmiles impressions

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Unlike competitive run brands who focus on the performance, race time and competition, our approach with this brand creative and the executions is about tolerance, support and community. 

It’s bringing to life what lululemon calls “more than miles” and focusing on the journey that is running (versus the “win”).  That notion of  journey is what inspired the creative direction.


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  1. Race Identity

  2. Promotional Materials

  3. Event Support Materials


When our team was presented with an opportunity to partner with another company on a large 10K race, we knew we needed an agency who truly understood lululemon to make the experience feel like "us." 
Origin delivered creative that made the race feel uniquely lululemon and expressed our brand perfectly. 

They were on time, on budget and a delight to work with day-to-day. In contrast with some client-agency relationships where it feels like, "us and them", Origin feels like part of our family. I cannot recommend them enough.

Alexis Finlay Brand Specialist LULULEMON ATHLETICA
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