Virtue Highlights the Principles of Yoga in lululemon's First Ever Global Ad Campaign

lululemon launches its first-ever global ad campaign, This Is Yoga., created in partnership with Virtue Worldwide (VICE’s global creative agency). The campaign extends to in-store, digital, and OOH.

This Is Yoga. features subjects with unique backgrounds and introduces the principles of yoga (which have always been at lululemon’s core since its conception nearly 20 years ago) to more people, off the mat. This Is Yoga. elevates the power of practice, recontextualising how the world sees yoga culture by celebrating the unexpected ways that it empowers people around the globe to live a life of purpose. 

The campaign was directed by Lotfy Nathan and features seven real stories of people living in practice throughout the world: three-time Olympic gold medallist Kerri Walsh Jennings, art of Capoeira instructor Jian Pablico, artist CJ Hendry, Mexico City ballroom dancers House of Apocalipstick, DJ/producer P Money, Beijing punk band drummer Atom and professional surfer Maddie Peterson.

Out-of-home campaign elements created by Virtue will appear in LA, NYC, Toronto, Vancouver, London and Shanghai markets. lululemon will also introduce mini documentaries on owned social channels

The campaign was shot around the world, everywhere from NYC, LA, and Vancouver to Beijing, London, and Mexico City.

“When I first met the team from lululemon, I barely knew what yoga was, but we gelled immediately and collaborated exhaustively. It is rare that a set of internal values, brand values and the shift in human values align so elegantly. It's been so special to work with a brand and a group of people that want to put such a positive message out into the world.  This message and mindset, I've learned, is yoga," said Spencer Baim, Founder of Virtue.