Lululemon’s first men’s campaign challenges traditional perceptions of masculinity

Lululemon’s first ever men’s campaign aims to challenge traditional perceptions of masculinity.

Canadian activewear brand Lululemon has launched a new global campaign aimed, for the first time, specifically to men.

‘Strength To Be’, created with Vice Media’s creative agency Virtue, is rooted in the Lululemon philosophy of ‘mindful living’, and aims to challenge traditional perceptions of masculinity through the stories and voices of five aspirational men. Their stories are brought to life through a series of short films that “juxtapose traditional depictions of strength with alternative views of modern masculinity – exploring how these five men are challenging stereotypes.”

Mark Healey, a big-wave surfer, spear-fisherman and free-diver, is depicted doing yoga-like stretches and breathing exercises. Ibn Ali Miller, a New Jersey man who broke up a fight between two teenagers, the video of which went viral, is depicted praying on a prayer mat and exercising.

In Asia Pacific, the campaign will roll out in Australia, New Zealand, China and Japan from 9pm AEST Thursday night.

 

The new campaign is built off the back of Lululemon’s ‘This is Yoga’, which similarly shared inspiring stories that “honour the power of practice” in its many different forms. It featured a group of creatives to reflect real stories of people living in practice throughout the world, including beach volleyball player Kerri Walsh Jennings, artist CJ Hendry, and Capoeira athlete and instructor Jian Pablico.

‘This is Yoga’ was Lululemon’s first every global brand campaign, a direction for the yoga-wear brand designed to extend the definition of ‘yoga’ beyond yoga. Lululemon announced at the time that, as its “brand and culture are intrinsically anchored in the values of yoga… the campaign aims to take yoga “off the mat” and into real life.”