Lululemon introduced its first global campaign targeting men in a partnership with Vice’s in-house agency Virtue.
“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 to Adweek. “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.”
Some executions follow:
lululemon | Strength To Be | Fort en soi | Ibn Ali Miller
lululemon | Strength To Be | Fort en soi | Mark Healey
lululemon’s “Stength To Be” Orlando Cruz
Photo courtesy Lululemon
