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In 2024, I produced a guerilla campaign at AKQA for lululemon at the Phoenix Open that went viral in the golf world. To announce the brand’s first golf ambassador Min Woo Lee, we custom fitted 200 fans head to toe in lululemon, and embroidered red chef hats wih Lee’s catchphrase “Let Him Cook.” This activation was the culmination of a week-long series of events in Scottsdale, Arizona that included a celebratory party for lululemon aficionados who had the chance to meet Min Woo Lee and building out a golf experience inside the brand store. We partnered with Harbor PDX to create social content (see video below).