Lululemons first ever global brand campaign was created to expand the notion of what Yoga is to attract a wider audience, by showcasing its as a subjective complement to whatever form of culture you already like. The campaign feature celebrated artists from all over the world giving us their point of view on what Yoga is for them. The tagline THIS IS YOGA lives on still today.
The Anthem Movie & TVC
"Vice and Lululemon's Brand Innovation" – THE NEW YORKER
"Top 5 Ads Of The Week" – Fast Company
"Lululemon Transcends Yoga Pants in This Mini Documentary Series by Vice Media’s In-House Agency" - ADWEEK
"Why There's No Yoga in Lululemon's First Global Campaign" - ADAGE
"Lululemon Turns To Vice Media For Big Ad Push" - FORTUNE
“I found out so much from performing, like how much we are connected to the way we think, breathe, feel. Everything's together. It's crazy. My practice of breath... more importantly, it's given me a life.” - P Money
“I kind of get this very calm clarity via doing, when I draw, I'm just not doing anything in my brain, I don't think. I just love being in this mega-controlled place where I can just do me all the time.” – CJ Hendry
“When we let go and dance, we free ourselves from labels and breathe an air of freedom.” – House of Apocalipstick
“The practice of nonviolence is being kind to myself, being kind to others, and going to every situation that I’m in with love. It has to start with me.” - Jian Pablico
“If you don’t trust what the ocean’s about to do, then you really have nothing else.” – Maddie Peterson
"The practice of self-discipline is showing up every single day. I really feel best when I’m not thinking too much; when I just kind of allow my training to take place, when I just press play I’m just going with the flow." – Kerri Walsh Jennings
“When we let go and dance, we free ourselves from labels and breathe an air of freedom.” – House of Apocalipstick