With the world watching Canada in the run-up to the Olympics, lululemon, as the official Outfitter of Team Canada, had a unique opportunity to put a fresh perspective on Canadian identity.

The brief was to reintroduce Canada to the world – not as the quiet, unassuming country everybody expects, but as a force to be reckoned with. The result was a suite of assets that felt authentic to the team, country, and lululemon’s shared ambition to show Canada in a new light.