Lululemon Is Redefining What Strength Means in Its First Campaign for Men

Vice's in-house agency launched a followup to the brand's first global campaign

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This past May, Lululemon rolled out its first global brand campaign with an unlikely partner: Vice’s in-house agency Virtue.

Now Lululemon is expanding the effort with another move that may be surprising for the Canadian brand long associated with women’s yoga pants. Lululemon is launching today its first global campaign targeting men.

That move fits, however, with the previous effort’s direction of celebrating “the inclusivity and accessibility of yoga through a completely different lens,” as Lululemon executive vice president of brand and community Duke Stump referred to the campaign at the time.

“Strength to Be” includes five ads featuring “five men who bring diverse perspectives to the idea of internal strength and self-awareness,” Lululemon men’s brand director Karl Aaker explained.



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