Lululemon Releases First Ever Global Campaign for Men

  • September 15, 2017
  • ExperChat Staff

began with the idea of creating a place where people could get reliable gear to sweat in, while also cultivating a community hub where people could learn and discuss the physical aspects of healthy living, mindfulness, and living a life of possibility. From the beginning, Lululemon has focused on creating relationships with their guests and understanding what they are passionate about. 

Strength To Be

To continue this philosophy of mindful living, Lululemon has launched its first ever global campaign for men—Strength To Be. Karl Aaker, Men’s Brand Director for Lululemon said, “With Strength To Be, we want to celebrate confidence and self-honesty in men and the impact that can have. As we focus more on men and male culture, we believe there’s an opportunity to support this ever-growing conversation and empower people to blaze their own trail, rather than conform to traditional stereotypes and archetypes.”

Strength To Be celebrates the growing community of men living life as their authentic selves and representing their own definitions of masculinity and strength. The campaign coincides with the release of the latest Lululemon collection for men – the ABC (Anti-Ball Crushing) Pant – and comes at a time when more men than ever are turning to the brand. The global promotion will share the stories of five men, from different walks of life, in a series of short films. Each man shares a snapshot of his journey and how he has curated his own story. 
Aaker said, “With our heritage in yoga and its core philosophy, we are uniquely positioned to play a role in this important and progressive topic. In this campaign, we’re sharing the stories of five men who bring diverse perspectives to the idea of internal strength and self-awareness. 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.”

The 5 Facets Behind Strength To Be

The men showcased within these videos represent a profound facet in life that everyone can appreciate.

Non-Violence: Ibn Ali Miller

A devout Muslim, Ibn Ali Miller went viral for breaking up a fight between two Atlantic City High School kids. Since then, he has received praise from Lebron James and Snoop Dogg among others. His viral acts of intervention have thrown him into the public eye, which he uses to spread his message of nonviolence. 

Conservation: Mark Healey

As a kid who was often in trouble, surfing was where Mark Healey found his place. His love of the ocean has since grown far beyond big waves. The true definition of a waterman, he’s also a free-diver and award-winning spear-fisherman. His deep respect for the water also shows up in his passionate environmental advocacy.

Sport: Orlando Cruz

Olympian and Puerto Rican championship fighter Orlando Cruz is not only an inspiration to the boxing community, he’s also an inspiration to the LGBTQ community. As the first professional boxer to come out as openly gay, he shatters the stereotypes and limitations associated with masculinity.

Art and Culture: Ojay Morgan

Better known as Zebra Katz, Ojay Morgan is a NYC-based hip-hop artist influenced by LGBT African American ball culture. Ojay’s struggles as an openly gay rapper have shaped him into a fierce force: “the dark rapper, the dark villain, the dark lord of the fashion world.”

Health and Wellness: John Joseph

Raised in abusive foster care on the violent streets of NY, John Joseph took his struggles and transformed them into strengths—and there’s a lot of them. He’s most famous as lead singer of the Cro-Mags, but is also a triathlete, vegan chef, and author of the book Meat is for Pussies.

The Science Behind Strength To Be

In order to build Strength To Be, Lululemon undertook research with over 2,000 Americans, to understand more about perceptions of masculinity and strength in society today. The findings revealed:
  • Nearly 1 in 4 (24%) Americans say their view of masculinity has changed in last five years.
  • 44% of US adults think that society has become more open and accepting with regards to masculinity and 37% think society celebrates differences more than it did previously.
  • More than a third (35%) of Americans say being mentally strong is one of the biggest pressures men face today. 
  • When asked what qualities, they associate with masculinity, 24% said mindfulness and 26% said sensitivity.
With Strength to Be, Lululemon continues to be true to their mission of mindfulness and desire to cultivate a brand that is relatable to the world, physically and emotionally. 

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