Lululemon redefines the perception of masculinity
Activewear brand Lululemon, has launched their first ever men's campaign as they attempt to push the boundaries of male fitness and traditional perceptions of masculinity.
The 'Strength to be' campaign focuses on the juxtaposition of traditional depictions (strength & power) with alternative views of modern masculinity – exploring & challenging stereotypes.
The campaign has been launched in Australia at a time of nation wide discussion around gender equality & stereotypes, cause by the same sex marriage plebiscite, and it is because of this that the campaign has been gaining wide spread viewership. Much like Airbnb & their 'Until we all Belong' ring, Lululemon is using the most influential & polarising topic to create brand awareness
Lululemon announced at the time of launch, as its “brand and culture are intrinsically anchored in the values of yoga… the campaign aims to take yoga “off the mat” and into real life.”
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