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lululemon Sydney Race Weekend

    Amplify + lululemon take over Sydney’s loudest week on the running calendar, with music, mindset and community.

    Challenge

    Since joining the World Marathon Majors in 2025, Sydney Marathon has become one of the biggest weeks on the global running calendar. For Sydney 2026, lululemon wanted to own race week across two experiences: a Print Shop for customising race day kit, and a new hero destination for runners. In the loudest week on the running calendar, the challenge was bringing Made to Feel to life in a way runners could actually feel.

    Insight + Strategy

    Quiet the noise of race week.

    Marathon runners know they need to listen to their body. In race week, that signal gets buried under noise of their own making. The training is done and the legs are resting, and suddenly the mind is the loudest thing in the room.

    So we gave runners something louder to listen to: a mantra, a motivation, a reason, the personal record they carry across the finish line. A record shop is where you go to escape the noise and listen on purpose, which made it the right world to hold both meanings of record customisation, and the PB.

    We created two destinations around the course itself and invited runners to tune in to how they feel, carried by ambassadors, media and owned social.

    Solution

    lululemon Sydney 2026

    We turned race week into a weekend all about personal records, with two spaces on the marathon route and five days of music, mindset and community.

    Solution

    Print Shop

    Just past the 10km mark on Pitt St Mall, the Print Shop let runners make their race day kit their own. Limited Sydney 2026 designs were pressed while they waited, and every print was hung the way a music fan displays a collection at home.

    Solution

    Record Shop

    Near the 14km mark, we reworked Prim Haus in Darlinghurst into a home for music, mindset and mantra setting. At its centre sat a custom soundsystem built with Translate Sound in Marrickville. It played vinyl-only sets all weekend from Sydney selectors Cricket, Siila, Menna, Body Corp, Daniel Lupica, Dan de Caires, Lily FM and Mina Tonic. At the back, Record Your Mantra brought record shop digging to life. Runners pulled a blank sleeve from the racks, wrote their mantra on the centre label and made the rest their own, then left with their record in hand.

    Solution

    Now spinning

    The weekend opened on Friday morning with a community shakeout alongside She Runs, made for Sydney’s female running community. That night, Derrick Gee and Ryan Mannix hosted Set Your Record, pairing music and breathwork to help every runner build their race day soundtrack. Saturday’s shakeout with Katie Martin added a second session to meet demand, and both finished with a Cosmo’s Midnight set. On Sunday, lululemon and Tempo Journal closed out race day with Harry Hayes at The After Party.

    Brand Experience Agency of the Decade