Kit and Ace, an athleisure brand founded by the family of lululemon’s Chip Wilson, experienced rapid global expansion between 2014 and 2016, opening more than 50 retail locations across North America, the UK, Australia, and Japan.

While leading the Kit & Ace public relations team, I developed a scalable strategy to manage the promotional needs of this accelerated growth. I created a tiered approach that categorized store openings by strategic priority, enabling us to allocate resources accordingly. High-priority locations received full media relations campaigns and launch events, while smaller stores were supported with more localized, community-driven initiatives.

This framework enabled us to manage a high volume of store openings efficiently, ensuring that each location received the appropriate level of attention and support. By prioritizing efforts, we maximized impact in key markets while still delivering meaningful engagement for smaller openings.