Canadian yoga apparel brand Lululemon reaches out to men with stereotype-busting ad campaign
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The films were ‘about celebrating the growing community of men living life as their true selves and representing their own definitions of masculinity and strength.’ They did not promote specific products but the campaign coincides with Lululemon releasing an expanded range of its ABC (anti ball-crushing) trousers.
INSIGHTS / Changes in attitudes to masculinity are compelling advertisers to rethink how they portray men, just as feminism is transforming gender dynamics in marketing. Lululemon is a natural fit for a campaign dissembling traditional gender roles, since men who cling rigidly to historical genderroles may be reluctant to buy clothes from a brand known for making women’s yoga wear.