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Phoenix Open x lululemon
During the 2024 PGA Tour, lululemon set out to make waves at the Phoenix Open with their first-ever international golf ambassador, Min Woo “The Chef” Lee. The challenge? No official media access. The solution? Create our own.
We launched a buzz-worthy audience takeover, turning 150 superfans into a moving, breathing billboard. Decked out in head-to-toe lululemon and signature "Let Him Cook" chef’s hats, this squad took over the event. The result? A spectacle that generated organic media attention, real-life product trials, and an unforgettable brand moment that firmly embedded lululemon into golf culture.
Press
Social Launch
Impact
1.2M
Estimated Earned Social Reach
211K
Owned Social Reacch
In-Store Activation
Stats
743
Guests who tried the golf simulator over the span of 3 days.
95%
Male identifying guests during February 6th kick-off event
600+
ABC Pants trialed and gifted
+114%
Store sales average for the week of the Open
Retail Video
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