Lululemon has launched a collection for men that highlights different notions of masculinity

Lululemon’s latest ad campaign is targeted towards a new audience: men. The sportswear brand, known for its yoga gear for women, has launched a series of 30-second video spots featuring different representations of masculinity, from surfer Mark Healey to musician John Joseph to Orlando Cruz, the first openly gay boxer. The series, called Strength to Be, emphasizes emotional strength as well as traditionally masculine characteristics.

“There’s a new type of man,” Cameron Farrelly, executive creative director at Virtue Worldwide, the agency behind the campaign told Ad Age. Lululemon’s CEO Laurent Potdevin cited rising sales and the potential in men’s apparel, calling it a one of the company’s “best-kept secrets.”

Lululemon | Virtue Worldwide

Lululemon’s latest ad campaign is targeted towards a new audience: men. The sportswear brand, known for its yoga gear for women, has launched a series of 30-second video spots featuring different representations of masculinity, from surfer Mark Healey to musician John Joseph to Orlando Cruz, the first openly gay boxer. The series, called Strength to Be, emphasizes emotional strength as well as traditionally masculine characteristics.

“There’s a new type of man,” Cameron Farrelly, executive creative director at Virtue Worldwide, the agency behind the campaign told Ad Age. Lululemon’s CEO Laurent Potdevin cited rising sales and the potential in men’s apparel, calling it a one of the company’s “best-kept secrets.”