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Hires, Wins & Business

Fitness Technology Pioneer MIRROR Taps Known as Agency of Record

Known to take on marketing strategy, creative and media for MIRROR, which was acquired by lululemon last year

Fitness Technology Pioneer MIRROR Taps Known as Agency of Record

Today, breakthrough fitness technology company MIRROR announced it has chosen marketing company Known as Agency of Record (AOR). Recently acquired by lululemon in 2020, MIRROR takes any space and transforms it into a personal fitness studio. Through Known’s appointment, MIRROR has consolidated its marketing needs under one umbrella. 

Through this integrated relationship, Known will be responsible for delivering strategy, creative, media buying, planning, and optimisation services on behalf of the brand. Known will also help MIRROR capitalise on new growth opportunities in the evolving fitness technology landscape as the business continues to accelerate. For Known, the win signals a continuation of the agency’s massive growth trajectory this year. 

“It’s an incredibly exciting time for MIRROR, as we continue to push our products, technology and brand forward,” said Brynn Putnam, founder & CEO, MIRROR. “In Known, we’ve found the ideal partner that brings data science, strategic rigour and creativity to empower the next phase of MIRROR’s growth.”

The first creative campaign born out of the new partnership will launch in October across multiple platforms, including Linear TV, CTV/OTT, Audio, OOH, Social, Search and Digital Display. Prior to the new campaign launch, Known will be optimising and handling all media for MIRROR’s existing creative assets.

“In a crowded health and wellness market that’s only getting hotter, no innovation stands out more than MIRROR,” said Ross Martin, president of Known. “We’re thrilled to partner with MIRROR’s visionary founder and CEO, Brynn, and her team, leveraging the full operating system of Known to supercharge growth as we build on their incredible success.”

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