Lululemon – the brand synonymous with women’s yoga pants – has today launched a new global campaign targeting men.
The campaign, “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.
“While each of these stories is unique, they all perfectly capture the theme of the campaign—which is really about finding the confidence to be true to you.”
Two of the spots (below) include Muslim social justice speaker and community leader Ibn Ali Miller and professional surfer Mark Healey.
Other ads include Puerto Rican boxer Orlando Cruz, rapper Zebra Katz and musician John Joseph.