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ICR | Agency Profile, Contacts, AOR, Client Relationships

Service: public relations

Main Telephone
(646) 277-1200
Primary Address
685 Third Avenue
Second Floor
New York, NY 10017

ICR Contacts

Contacts (5/32)
Name Title State
Michael F. Chief Client Officer NY
Sample of Related Brands
Email: *****@*******.***
Main Phone: (646) 277-1200
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 685 Third Avenue
Second Floor
New York, NY

Bo P. Partner & Head, Technology Public Relations NY
Don D. President NY
Anton N. Partner, Retail, Consumer & ECommerce NY
Phil D. Partner NY

Client Relationships

Brand Service From To Media Spend
**** **** Public Relations unknown present *******
****** ****** *********** Public Relations unknown present ******
******* Public Relations unknown present *
***** ****** ***** public relations unknown present *
**********, *** Public Relations 2019 present *

See Winmo sales intelligence in action


At-Home Fitness Opps: Lululemon acquiring startup Mirror for $500m (Scores 98, 51)

Women's clothier Mirror for $500m; the companies expect the deal to close by the end July, which marks the end of Lululemon's second fiscal quarter. Home workout options are in higher demand than ever due to the global pandemic, and adding Mirror's gym equipment will vastly grow Lululemon's product diversity and customer reach. When the deal closes, Mirror will operate as an independent company within Lululemon.

Lululemon became one of Mirror's investors last year, when the latter company raised $34m in Series B-1 funding. This brought Mirror's total valuation to $74.8m.

Along with workout-at-home products, Mirror created an interactive workout platform complete with live and on-demand classes. This deal will bring the startup's immersive and personalized in-home solutions to Lululemon guests.

Lululemon responded to the global pandemic by temporarily closing its retail stores and shifting its focus to eCommerce channels.

Compare Lululemon's and Mirror's digital display and national TV ad spend, estimated by Adbeat and iSpot, here; note Mirror's YTD national TV spend has nearly doubled from the same time period in 2019. According to Kantar data, Lululemon also utilizes OOH media, and Mirror also utilizes local broadcast.

Mirror provides a more affordable option than its main competitor, Peloton, does; this will appeal to Lululemon's target demographic of penny-pinching Gen-Z, millennials and Gen-X. Lululemon typically targets women, but this acquisition will allow it to also reach more men. Mirror's ad spend is already on the rise, and this increase will continue as Lululemon invests more spending dollars into the brand. We additionally expect the brands to invest in digital channels such as podcast, paid social and/or OTT.

Agency & martech readers - Reach out soon for potential work here, especially if you can offer Mirror-specific work. 180LA respectively handle Lululemon's PR and creative remits, but it looks like Mirror will remain independent enough to select its own agency partners.

Lululemon currently has a VAI score of 98, making a review imminent; Mirror's score is 51, making a review likely within the next 12-15 months.

**Note: Since CG is headquartered in Canada, you might want to familiarize yourself with its Anti-Spam Law (CASL) before reaching out.**