Lululemon ramps up marketing initiatives
Athletic apparel brand, Lululemon, is ramping up its marketing footprint by launching its first-ever global brand campaign ‘This Is Yoga’ created in partnership with Virtue Worldwide (VICE’s global content agency).
The campaign represents the first time Lululemon has out-of-home campaign elements placed to appear across Australia.
“While we’re among the best at taking a grassroots approach, we felt it was time to amplify our voice and show the world what we stand for as a brand, especially as our presence expands globally,” Lululemon announced in a statement.
According to the retailer, the campaign features subjects with inspiring backgrounds and introduces the principles of yoga.
“By engaging compelling individuals with unique backgrounds, we’re elevating the power of practice and exploring how it takes different shapes for each person – whether that’s a practice of self-study, letting go, discipline, trust, nonviolence, meditation or breath,” the retailer stated.
The campaign features seven real stories of people living in practice throughout the world: three- time Olympic gold medalist Kerri Walsh Jennings (lululemon ambassador), art of Capoeira instructor Jian Pablico (lululemon ambassador), Australian artist CJ Hendry, a group of Mexico City dancers, House of Apocalypstic, DJ/rapper/producer P Money, Beijing punk band drummer Atom, and professional surfer Maddie Peterson (lululemon ambassador).
The company announced the intention of the stories is to both introduce and elevate the power of practice, re-contextualising how the world sees yoga culture by “celebrating the unexpected ways the practice empowers people around the globe to live a life of purpose.”ss.
According to Lululemon, the goal of this project was to show real journeys and alternative expressions of what “yoga” really means to a diverse group of people.
This campaign was shot all around the world – New York, LA, Vancouver, Beijing, London, and Mexico City.
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