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.