​Activewear brand Lululemon has revealed on its first ever global ad campaign entitled This Is Yoga, which highlights the principles and diversity of the practice without showing a single downward facing dog.

Created in partnership with Vice’s global creative agency Virtue Worldwide, the ad runs through the core principles of yoga such as ‘Practice of nonviolence’, ‘Practice of meditation’ and ‘Practice of breath’. These are illustrated with activities that do not require a mat; for example, the ‘Practice of letting go’ is accompanied by a clip of a dancer in a nightclub.

The campaign features seven real stories from across the world – those of Olympic gold medalist Kerri Walsh Jennings, Capoeira…