Brand Waves This Week
Gant celebrates the holidays with warmth and humor, lululemon outfits Team Canada, and McDonald’s UK puts the Grinch at the center of Christmas.
Welcome to The Brand Waves, your weekly snapshot of the most innovative marketing campaigns from around the world. In this edition, discover stories, strategies, and creative ideas that are redefining how brands connect with audiences.
This edition is in partnership with Tracksuit, the affordable, always-on brand tracking dashboard that helps marketers and agencies make insights-backed decisions and prove the impact of their boldest brand work.
Today’s newsletter includes: Gant celebrating the festive season with a cinematic mood; lululemon unveiling the Team Canada kit for the Milano Cortina 2026 Winter Games; Giorgio Armani Neve presenting the Autumn/Winter 2025/26 collection; Nike and Jacquemus launching the new Après Ski collection; Aldi closing the Kevin and Katie the Carrot holiday saga; Aimé Leon Dore presenting the Holiday 2025 collection; Amazon relaunching the 2023 Joy Ride ad; Kith Kids and Nike launching their first collaborative collection for children; McDonald’s UK turning the Grinch into the mischievous saboteur of Christmas; and Sweetgreen celebrating farmers with the new episode of Faces of the Farm.
Gant presents The Holiday Gateway
For this holiday season, Gant has launched The Holiday Gateway, a campaign that, with a cinematic mood and storytelling full of warmth and humor, celebrates the power of presence.
Set in a remote winter hotel, the campaign reinterprets the holidays in the Gant spirit, where dressing well, spending time together, and the art of gifting are all central.
As part of the campaign, Gant also presents The Gant Gift Edit, a carefully curated holiday gift guide featuring reimagined classics as the perfect companions for the cold season.
lululemon unveils Team Canada kit for Milano Cortina 2026
lululemon, in collaboration with the Canadian Olympic Committee (COC) and the Canadian Paralympic Committee (CPC), has presented the new athlete kit for Team Canada ahead of the Milano Cortina 2026 Olympic and Paralympic Winter Games.
This multi-year partnership marks the third Olympic Games in which the brand officially outfits Team Canada, strengthening its role as a benchmark in sport and high-performance sportswear.
The kit is the result of close collaboration with Canadian athletes. Every detail is designed to ensure optimal comfort and performance during ceremonies, medal presentations, travel, and daily life in the Olympic Village.
Tracking The Brand Waves - lululemon
In our weekly newsletter, we often highlight lululemon because we admire their communication activities. But how can we really tell if they’re effective?
This question became particularly relevant after the brand’s founder, Chip Wilson, who left in 2015, published an ad in the Wall Street Journal titled lululemon: in a nosedive, claiming the brand had slowed down in recent years.
Data from Tracksuit over the past six months shows no significant change in lululemon’s brand health metrics. Overall awareness remains strong, trailing only behind major competitors like Nike, Adidas, and Puma.
Consumer perception of innovation, however, confirms part of Wilson’s claim: only 22% agree that lululemon “is innovative”, placing the brand below the competitive average. While the brand maintains a strong presence, it faces the challenge of reinforcing its reputation as an innovation leader in activewear.
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