Team Canada Kit Reveal

As the Official Outfitter of Team Canada, lululemon, in partnership with the Canadian Olympic
Committee and Canadian Paralympic Committee, unveiled its first-ever summer athlete kit for Team
Canada ahead of the Paris 2024 Olympic and Paralympic Games. The lululemon team sought not only to
introduce the new kit but also to demonstrate their innovation-driven design approach taking both
olympic and paralympic athletes’ insights to ensure optimal performance and comfort in Paris.
Leveraging the format of a catwalk, Pinch developed a narrative arc designed in five acts that brought
attendees through the athletes’ emotional journey–from the anxiety of travel and the challenge of
competing individually, to the camaraderie of teamwork, national pride, and ultimate jubilation.

By seamlessly blending narrative-driven fashion presentation, immersive technology, and interactive
product showcases, lululemon not only showcased its Olympic collection but also effectively
communicated the essence of Team Canada’s journey—uniting performance with national pride and
athletic excellence. This multifaceted approach captivated attendees while underscoring lululemon’s
position at the forefront of athletic apparel innovation and partnership with elite athletes.

Photo Credit: Scott Ramsay for lululemon
Video Credit: @lululemon