Strength To be.

With “This is Yoga”, lululemon’s first global campaign, the mission was to establish a brand eponymous to the practice of yoga off the mat. Our follow-up campaign needed to sustain the momentum with another thought-provoking campaign. One that celebrates men, in a current, culturally relevant way, free of cliches and toxic masculinity.

Our 360 campaign “Strength To Be” refreshes the meaning of masculine strength by juxtaposing personal stories of inner strength with visually striking sports photography vernacular. Our 4 docu-style pre-rolls – along with in-store POP, social and dot-com – show the power of emotional strength through the mindful living of an unconventional, trailblazing cast of activists, metal-heads, and LGBTQ. This campaign positioned lululemon and their ABC jogger pant in a powerful light, and strongly shifted the perception of the brand.  

Concept: Noah Rabinowitz, Jessica Saesue, Nina Mourin
Director: Francesco Calabrese
Photographer: David Black