This Is Yoga

From activewear to a discipline of purposeful living

We launched lululemon’s first-ever global brand campaign to help them refocus their role in culture and reposition as a company that stands for more than the expensive yoga pants they became famous for.

Our insights told us yoga is more than mats and mantras, it’s a way of living a more purposeful life. We honored yoga by taking it off the mat to show how people are already incorporating the philosophy in their lives. From surfing, drumming to martial arts to illustration, we’re celebrating the unexpected expressions of yoga to unlock real stories of the practice in action.

‘This Is Yoga’ showed up across paid, earned and owned media. The distribution strategy drove awareness by creating a high profile presence through broad reaching media channels, engaged through key content partnerships and owned channels, and achieved reach with distribution of video content at scale.