lucy activewear names mono AOR

I wanted to let you know that lucy activewear®, a performance apparel company for on-the-go women, has named mono, the creative agency behind campaigns including the USA Network’s “Characters Welcome”, MSNBC’s “Lean Forward” and Blu Dot's "Real Good Experiment", its agency of record. In 2013, mono will work with lucy to bring the brand to life with a unique and disruptive approach. The first work from the partnership will launch in Q3 of 2013.    

 

The partnership between mono and lucy supports the ambitious vision set forth by lucy president Mark Bryden. “We’re thrilled to partner with mono, and believe together we can bring the lucy brand back to our center as a competitive women’s activewear brand.”

 

Taking on competitors including lululemon and Athleta, lucy will rehab its fleet of 57 stores across the U.S., expand into new markets, re-launch its website and e-commerce platform, as well as ignite a new activation strategy with aims to gain new customers and boost sales 25-30% over the next three to five years.

 

lucy®, designer and retailer of stylish activewear for women, has grown over the past thirteen years from lucy.com, an online-only retailer, to a national bricks-and-mortar chain operating 57 stores. In August of 2007, VF Corporation, a global leader in lifestyle branded apparel, completed its acquisition of lucy activewear, Inc. VF also owns leading brands including The North Face, Timberland and 7 For All Mankind.