Mid September saw Lululemon launch its first ever men’s campaign, called ‘Strength To Be’, which aims to challenge traditional perceptions of masculinity.
The Canadian active wear brand’s new global campaign explores Lululemon’s philosophy of ‘mindful living’ and challenges perceptions of ‘masculinity’ and explores alternative, modern perceptions of ‘strength’.
It is built around the stories and voices of five aspirational men: >Mark Healey, Ibn Ali Miller, Orlando Cruz, John Joseph and Zebra Katz.
These stories are brought to life via a set of short films living exclusively on YouTube, social media and the brand’s ecommerce channels: each of which aims to juxtapose traditional depictions of strength with alternative views of modern masculinity”.
The five men who front the 30-second films are each challenging male stereotypes from different directions.
The initial spot stars big wave surfer, spear fisherman and free diver Mark Healey: who is featured doing yoga-like stretches and breathing exercises.
The second film focuses on Ibn Ali Miller: a man from New Jersey who was videoed breaking up a fight between two teenagers and the footage went viral.
The ad sees Miller, who grew up in housing projects, praying on a prayer mat, exercising and sharing his ideas on what makes a real man.
The third video stars Olympian Orlando Cruz – the first openly gay boxer.
Further spots will feature musician John Joseph and rapper Zebra Katz
“There’s a new type of man. Lululemon is showing that emotional strength is as powerful as masculine traits,” says Cameron Farrelly, executive creative director at Virtue Worldwide.
Farrelly adds that the campaign should help shatter misconceptions that Lululemon is a brand solely for women or those with feminine aspirations.
Comment:
These male-focused, message-led, highly stylized videos build on the brand’s previous umbrella global campaign ‘This is Yoga’ which sought to promote Lululemon’s philosophy of mindful living and to expand the brand beyond its core yoga base and thus didn’t actually show any yoga (see case study).
“It’s an evolution of the same thinking as ‘This Is Yoga,'” said Lululemon men’s brand director Karl Aaker. “But this is a message directed uniquely at a male audience.”
The move into the male space was hinted at by CEO Laurent Potdevin when announcing second-quarter earnings earlier in the summer (up 13% to $581.1m).
Potdevin stated that rising sales and untapped potential in the men’s business was one of Lululemon’s “best-kept secrets” (and mentioned the brand’s ABC (anti-ball-crushing) pants.
During the earnings call in June, Potdevin called menswear a “billion dollar opportunity” for the brand.
Links:
Lululemon
https://www.youtube.com/user/lululemon
https://www.facebook.com/lululemon
https://www.instagram.com/lululemon/
https://uk.pinterest.com/lululemon/boards/
Virtue
