Lululemon launches first global ad campaign

By

Jennifer Braun

Published
May 17, 2017

Vancouver-based athleisure company Lululemon Athletica Inc. launched on Monday its first global brand campaign.
 
Dubbed “This is Yoga”, the campaign features video and images shot all around the world including in Beijing, London, Los Angeles, Mexico City, New York City, and Vancouver. The campaign is described as “honouring yoga in all its forms by taking practice off the mat” and showcases a variety of activities that don’t necessarily have anything to do with yoga at all, but just as importantly, activities like volleyball, drumming and surfing. The campaign is intended to broaden the idea of yoga and invites consumers to discover the practices of self-discipline, nonviolence and breath.
 

Created in partnership with Vice's global creative agency, Virtue Worldwide, the campaign features star athletes like Olympic gold medalist Kerri Walsh Jennings, professional surfer Maddie Peterson, as well as London-based Grime rapper P Money.
 
Though the successful retailer has taken a grassroots approach to marketing over the years, the ad campaign is a part of a new brand strategy that CEO Laurent Potdevin announced earlier this year. The new strategy is a part of the company’s 2017 priorities to reach its 2020 plan to double revenues to $4 billion and to more than double earnings.

In March, the retailer announced a net revenue increase of 14 percent to $2.3 billion for the full-year 2016. Still, Lululemon expects first-quarter 2017 comparable sales to fall.