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—Soulcycle X lululemon

This was a collaboration that super fans of both brands had been waiting for. It celebrated technical gear specifically made for sweaty, endorphin-inducing Soulcycle spin classes. The branding was inspired by the reflective wordmark on the products themselves and nodded to the two brands coming together as one. It was used across all collateral—hangtags, packaging, P.R. look books, social, e-commerce, and a heat set on the gear. A highly anticipated product launch like this needed some pre-buzz, so we created behind-the-scenes videos and dropped teasers leading up to the launch.  

Print‭ & Packaging
Art Direction
Creative Direction - Remi Paringaux
Art Direction - Katie Bambro & Janine Merkl
Design - Janine Merkl & Tora Hylands
Copy -  Arrabelle Stavroff
Photographer - Mary Rozzi
Film Director - Sammy Rawal

Behind the scenes with our photographer Mary Rozzi and film maker Sammy Rawal in NYC. 

©Janine Merkl