As an extension of the Men’s ABC Pants campaign, AKQA New York was tasked with male creating a buzz worthy launch of a new ambassador, who happens to be the rising golf star: The Chef himself, Min Woo Lee. We had no choice but to come out swinging. Oh, and a little product integration didn’t hurt either.

The stage was set at the Phoenix Open, the most rowdy and lively of any PGA golf Open. lululemon showed up to make waves & headlines. The ultimate goal was to garner as much organic media attention and real-life product trial as possible. The creative team achieved this by activating the Min-Alikes, outfitted in the same lululemon gear that Min Woo Lee himself wore during the tournament and their hard to miss lululemon red chef’s hats.

We created a unique experiential activation by taking over the lululemon Scottsdale store. We held a Swing with Min Woo golf simulator event, where customers could come and compete against the champ himself, try on ABC pants and put them to the test.

My Role: Art Direction/Social Ideation/Experiential Activation
Agency: AKQA NYC