We relaunched the men’s product line with the brand’s first-ever global campaign for a male audience. Based on the mindfulness practices of yoga, lululemon had an opportunity to authentically differentiate itself from the competition by challenging traditional stereotypes of masculinity.
We juxtaposed surprising and intimate stories of emotional strength with a recognizable sports photography vernacular. The campaign elevated the stories of five inspiring community leaders; John Joseph, Ibn Ali Miller, Orlando Cruz, Mark Healey, and Zebra Katz. Our 360 campaign, which included docu-style pre-rolls, in-store POP, social, and dot-com, drove sales of their target products, impacted lululemon’s stock price (quite positively), and quantifiably shifted perceptions of the brand.