Canada’s outdoor marketing agency brings West Coast athletic style to runners in Toronto.
lululemon athletica has partnered with Origin Design + Communications for their title sponsorship of the Toronto Waterfront 10K on June 17, 2017. lululemon chose the marquee event of the Canadian Running Series to grow the brand’s recognition among elite athletes and aspiring runners in Canada’s largest city.
"Working with lululemon to develop the identity, marketing creative and messaging for this race was a great way to apply our understanding of the brand and extend it to an event experience,” said Marie-Josée Legault, Principal of Origin Design + Communications. “We had an opportunity to work with the team at the headquarters as well as the local store team which made the process efficient and smooth."
With its running brand well-established on the West Coast, lululemon wanted to grow their reputation with runners in the East with community initiatives like the Toronto 10K. Origin Design + Communications created supporting materials and a website for runners that maintained a level of quality and brand experience people have come to expect from lululemon.
"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,’” said Alexis Finlay, North American Brand Specialist for lululemon. “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."