Lululemon / Modern menswear

Lululemon / Modern menswear

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Canadian yoga apparel brand Lululemon reaches out to men with stereotype-busting ad campaign

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  • Contagious

  • Contagious I/O

14 May 2018
Lululemon’s first campaign for a male audience told stories of men who defy gender stereotypes. It comprised five online films about men that don’t conform to traditional male stereotypes: John Joseph, lead singer of the Cro-Mags and a vegan chef; Ibn Ali Miller, who has used his internet fame to spread messages of nonviolence; Ojay Morgan, a hip-hop artist who is influenced by LGBT African American ball culture; Mark Healey, a surfer and advocate for the environment; and Orlando Cruz, the first openly gay professional boxer.

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.

Associated topics

Tags: Case StudiesGender identityD&I in communications

Article details

  • Contagious

  • Contagious I/O

14 May 2018