
Talent
Lululemon
2026
Barcelona
Lifestyle
,
Fashion
For the global launch of the EasyFive Collection, 22 IMPACT partnered with Lululemon to support the debut of its denim-inspired Utilitech™ franchise. We positioned Mubi and Anna as key European tastemakers, managing on-site execution, talent strategy and deliverables to align performance wear with a fashion-led, lifestyle narrative.
Shot across Barcelona’s urban landscape, the campaign embraced movement, architecture and clean minimalism to reframe denim through a technical lens. Mubi’s “technical-cool” edge and Anna’s wellness-driven presence created a balanced, aspirational dynamic, presenting the collection as a seamless blend of function and style.
Activated across global social platforms, the campaign generated strong engagement within the street-luxe space, reinforcing Lululemon’s evolution beyond fitness into a fashion-forward lifestyle brand. The project highlights 22 IMPACT’s ability to elevate performance wear into culturally relevant, editorial-led storytelling.





“This campaign proved that performance and fashion can sit side by side. The talent, the setting and the execution aligned perfectly to deliver something genuinely forward-thinking.”
Freedom Doran
Director of 22 IMPACT

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We've worked with top brands such as McLaren, Dior, Warner Music Group, and more.
Now, let’s work together on yours.
Send us your brief, and we’ll get back to you within 24 hours.
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London, UK
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© 22 IMPACT LTD
London, UK
Subscribe to our newsletter and stay in touch with us.
© 22 IMPACT LTD
London, UK
Subscribe to our newsletter and stay in touch with us.
© 22 IMPACT LTD



