Lululemon Transcends Yoga Pants in This Mini Documentary Series by Vice Media's In-House Agency

Virtue produced the brand's first global campaign

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At first glance, the world’s coolest media company and its best-known purveyor of yoga pants may seem like an odd pairing.

Yet, Lululemon picked Vice’s in-house agency, Virtue, to reintroduce its name to the world with its first global ad campaign. The Canadian brand’s evp of brand and community Duke Stump called the Virtue partnership “one of the most beautiful and buoyant” in his company’s history, adding, “strange bedfellows can be brilliant.”

“This is our first global campaign, and it’s really a reflection of our purpose and values [and] what we want to stand for in the world,” Stump added.



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