Lululemon Taps Google’s Brandon Viney as North America Brand Creative Director

Brandon Viney joined athleisure giant Lululemon as vp, North America brand creative director.

Viney spent nearly six years as Google’s group creative director, leading its in-house Google Brand Studio creative agency and founding the Alphabet-owned company’s Creative Fellowship for diverse emerging creatives.

Prior to Google, he was an art director at Wieden+Kennedy for nearly seven years, launching campaigns for brands including Nike and Powerade.

Lululemon, best known for its leggings and yoga apparel, said Viney will be one of four not-yet-named regional leads joining counterparts for the Asia-Pacific region, China mainland Europe, the Middle East, and Africa.

He will oversee creative direction in North America for brand studio operators, campaigns, casting, copy, and styling.

The first creative campaign he debuted for Lululemon went live in April, featuring National Football League stars Odell Beckham Jr. and DK Metcalf.

“Innovation and pushing the boundaries of what is possible is valued at every level,” Viney said in a statement. “I’m energized by the opportunity to carve out new creative territory and influence how people experience this magnetic brand.” 

Making moves

Viney’s arrival follows several changes at the top of Lululemon’s brand and creative teams.

Jonathan Cheung joined the company in January as global creative director, after working as an advisor and consultant for brands including Gap, Levi Strauss, and Mattel. Former Ralph Lauren senior designer, J.J. Collier, came on board at the same time to lead the men’s and women’s outwear teams.

In May, chief product officer Sun Choe left, and the company said at the time that it would not replace her, instead, it built a new team comprising leaders from its brand and merchandising units.

As part of this shuffle, chief brand officer Nikki Neuburger became chief brand and product activation officer, adding footwear, merchandising, and product operations to her responsibilities. Elsewhere, chief merchandising officer Elizabeth Binder started reporting to Neuburger.