For nearly 20 years, the name Lululemon Athletica has been synonymous with the exploding popularity of yoga. But a new ad campaign is aiming to prove to shoppers that the apparel maker’s gear isn’t just for the mat.
On Monday, Lululemon (lulu, -2.75%) will officially unveil a new ad campaign it is calling “This Is Yoga,” which features some introductory principles of yoga but just as importantly, off-the-mat activities like volleyball and surfing. To get the ad’s messaging right, Lululemon turned to Vice Media’s recently formed global ad agency Virtue Worldwide, which aims to help brands like Lululemon produce content that’s aimed at younger consumers.
“They do ‘real’ better than everyone else,” said Duke Stump, Lululemon’s vice president of brand and community, in an interview with Fortune. “For many people, this campaign will lead them to think differently about our brand. And for people who have been loyal customers, it will be an affirmation for why they have such a strong affinity for the brand.”
The campaign, which launches on May 15 and runs through July, will include a mix of spending on social and digital channels, as well as billboards, in-store merchandising, and some over-the-top video ads on platforms like Sling TV. It will feature star athletes like Olympic gold medalist Kerri Walsh Jennings and surfer Maddie Peterson (both brand ambassadors), as well as Mexican ballroom dancers and even a DJ. The ad spending will be overemphasized on six core cities: Los Angeles, New York City, Toronto, Vancouver, London, and Shanghai.
The campaign represents another big global campaign for Vice’s Virtue, which has already worked with several of Unilever’s (ul, -0.08%)…