lululemon’s first-ever men’s campaign, Strength To Be, challenges perceptions of masculinity by juxtaposing intimate stories of emotional strength with a traditional sports photography vernacular.
We tapped five inspiring community leaders including the punk rocker turned triathlete John Joseph, Ibn Ali Miller (Miller went viral for breaking up a fight between two Atlantic City high school kids, and is now a public speaker lauded by the likes of Snoop and LeBron), Olympian and Puerto Rican championship fighter Orlando Cruz (the first boxer to come out openly as gay), professional surfer, photographer and multi-hyphenate Mark Healey, and NYC-based hop-hop artist Zebra Katz.
Our 360 campaign—which included 4 docu-style pre-rolls, in-store POP, social and dot-com—drove sales of their target products and shifted perceptions of the brand.
"Sometimes you have to gain control by letting go. Be willing to figure it out as you go along and fail."— professional big-wave surfer.
"There's always something to give and pay forward. To me, a strong person is a humble person."—non-violence advocate, social justice speaker, and community leader Ibn Ali Miller, who recently gained recognition when video footage of him breaking up a fight among teens went viral.
"The sky is the limit. If you don't push your limits you're never going to achieve what you want in life."— boxer Orlando Cruz, who represented Puerto Rico in the 2000 Olympics, and in 2012, became the first boxer to come out as gay while still fighting professionally.
"I had to face my weaknesses, silence and self-doubt, and live fearlessly in the moment." — American rapper and performance artist.
"Judging by the the results in Q3, it seems as though Lululemon's hard work in expanding its men’s business is working out well. In the last three months, the company witnessed a 21% increase in new male customer transactions. This was primarily made possible thanks to additional focus on its co-located stores and its first men’s marketing campaign." — Forbes
"New male guests increased 21% this quarter in terms of total transactions. Lulu's men's pants drove a 26% comp in Q3, higher than the women's increase of 24%. The men's "ABC Pants," a stretchy casual style, had a sales increase 100%." — The Street
Among the highlights in the most recent quarter, Chief Executive Laurent Potdevin said in a conference call, was the men's business, which Lululemon expects to account for more than $1 billion in annual sales by 2020. — Market Watch
Cameron Farrelly – Executive Creative Director
Noah Rabinowitz – Creative Director
Stacey Kawahata– Strategy Director
Heather Pieske – Head of Design
Kim Young – Account Director
Katie Greichen – Senior Account Manager
Spencer Baim – Founder, Virtue, CSO, VICE
Eugene Fuller – Copywriter
Jessica Saesue – Senior Designer
Emma Starzacher – Head of Production
Laura Begley – Senior Talent Program Manager
Theresa Ganchorre – Program Director
Nina Mourin – Senior Creative
Jemma Downey – Head of Client Services
Kaki Stergiou – Head of Program Management
Ryan Mack – Chief Operating Officer
Cori Boudin – Executive Producer
Cadence Films — Production Company
Francesco Calabrese — Director
Lorenzo Ragionieri — Managing Partner I Executive Producer:
Jack Hogan — Head of Production
Modern Post — Editorial/Post
Charlyn Derrick — Executive Producer
Jennifer Hargreaves — Senior Producer
William Town + Conor McBride — Editors
Graham Patterson — Assistant Editor
Jaime O’Bradovich, Company 3 — Color Artist
Fernando Ascani, Sonic Union — Sound Engineer