Lou and Grey, a division of Ann Taylor, asked us to create two activations to complement the launch of their athletic line, FORM. The activations needed to be socially sharable, engaging and drive the brand message that Lou & Grey FORM is soft, comfortable and made for her, from lounge to street.

We conceptualized and executed two kickball tournaments in the heart of New York and LA. To create buzz and excitement Lou & Grey partnered with key influencers including Krystal Bick, Jacey Duprie and Grasie Mercedes, to serve as team captains, as well as share the experience with their followers.

We created a ‘dugout’ with a feminine vibe complete with pink poufs, refresh bar and charging stations. To round out the experience we seeded attendees with products from the new collection and offered a photo booth to capture shots with new friends and the influencers.

Lou & Grey won the hearts of their consumer with the FORM collection. We overheard one attendee say “I can’t even describe how excited I am about their new performance wear collection!”

The activations generated an 80% attendance to RSVP rate. The social reach of the combined activations was north of 2.35 million with engagement of over 48,000 likes and comments.