On Monday, August 17, Reitmans brought fashion courtside at Scotiabank Arena, transforming the Toronto Tempo court into a live runway for 146 guests, composed of creators, media and cultural personalities, to reveal its Fall 2026 collection and new national ambassador lineup.
The event served as the official launchpad for new campaign ambassadors Lilly Singh (Tempo’s Chief Hype Officer) and Quebec comedian Katherine Levac, who will anchor Reitmans’ upcoming nationwide campaign launching September 8.
Key Campaign Details:
- New Campaign Faces: Pairing Lilly Singh and Katherine Levac to execute a unified national strategy with messaging tailored for both English Canada and Quebec.
- Activating Sports Partnerships: Building on its role as Official Partner of the Toronto Tempo and Presenting Partner of The Rhythm Section to connect fashion with women’s sports.
- Content to E-Comm: The courtside runway was designed to generate multi-channel digital creative and power a dedicated “Shop the Look” e-commerce integration.
In an interview with Retail Insider, Isabelle Bonin, Vice President, Marketing, e-Commerce & Visual Presentation at Reitmans, spoke about the company initiative.
Question: What is Reitmans’ broader business and marketing strategy behind pairing Lilly Singh and Katherine Levac as the brand’s new national ambassadors?
Answer: We’re continuing to evolve how Reitmans connects with Canadian women by showing up in the cultural moments and communities that matter to them, from fashion and entertainment to women’s sports.
Lilly and Katherine each bring a distinct voice to that story. Lilly’s role as Chief Hype Officer of the Toronto Tempo creates a natural connection to our partnership with the team, while Katherine’s wit, authenticity and distinctive point of view have earned her a meaningful connection with audiences in Quebec and across the country.
Together, they allow us to tell one cohesive national story through two distinctly Canadian voices, both grounded in confidence, individuality and personal style.
Their involvement also extends well beyond the Fall Preview. Lilly and Katherine are the faces of our integrated Fall campaign launching later in September. This partnership is part of our broader strategy to make Reitmans more expressive, culturally connected and relevant to both existing and new customers.
Q: How does Reitmans expect its partnerships with the Toronto Tempo and The Rhythm Section to strengthen the brand’s connection with women’s sports and reach new customers?
A: For 100 years, Reitmans has supported women through every stage of their lives. Championing women’s sports is a natural extension of that legacy and of our belief in the confidence, ambition and collective power of women.
Our commitment is rooted in our values, not in a moment or trend. Our partnership with the Toronto Tempo and our role as Presenting Partner of The Rhythm Section give us a meaningful way to bring that commitment to life.
It also goes well beyond traditional sponsorship. Bringing our Fall collection onto the Tempo court, for example, created an experience where fashion, sport, entertainment and community came together.
The partnership allows Reitmans and Hyba to connect with new audiences while offering our existing customers another way to experience the brands. As women’s sports receive the recognition and visibility they have long deserved, we want to contribute to that progress and build a meaningful, long-term presence in the community.
Q: What role will the Fall 2026 campaign and its “Shop the Look” e-commerce integration play in Reitmans’ overall digital and retail strategy?
A: The Fall campaign is designed to connect inspiration more directly to the shopping experience and make it simpler for customers to build a complete look.
Rather than presenting key items in isolation, we’re showing customers how pieces can be styled and worn together. A customer might discover a look through Lilly or Katherine, encounter it through social or digital content, and then move directly into our dedicated Shop the Look experience on Reitmans.com, where she can easily explore and shop the full outfit.
With the collection also available in stores nationwide, that same styling story continues across our digital and physical channels. Customers don’t think in terms of channels, they simply experience Reitmans. Our role is to make that experience feel connected, inspiring and easy, from discovering a look they love to making it their own.
Q: How much investment is Reitmans making in the Fall 2026 campaign, and how does that compare with previous major national campaigns?
A: We don’t disclose campaign investment figures or characterize the size of our marketing investments.
What we can share is that Fall 2026 reflects a more integrated approach to marketing. Our ambassadors, experiential activations, social and digital content, e-commerce experience and Toronto Tempo partnership are working together as one connected platform, designed to strengthen brand relevance, engage customers and support commercial performance.
Q: What are the key business objectives Reitmans hopes to achieve from the campaign, and how will the company measure its success?
A: At its core, this campaign is part of our broader strategy to change how Canadians see Reitmans. As we enter our next century, we want more women to see the brand as modern, fashion-relevant and reflective of their lives today.
That shift in perception supports three clear business objectives: strengthening our relationship with existing customers, introducing Reitmans to new audiences and driving demand for our Fall collection.
We’ll measure success through both brand and commercial performance, from reach, engagement and shifts in consideration and perception to customer acquisition, traffic, conversion and sales.
Ultimately, success means turning a stronger, more contemporary perception of Reitmans into deeper customer relationships and sustainable growth.
More from Retail Insider:
