Lululemon Woos Men With First Campaign

Lululemon is making good on its promise last month to deliver a new marketing campaign aimed squarely at men. On Thursday, the Vancouver-based sportswear brand is releasing “Strength to Be,” which, like the retailer’s overarching brand campaign “This Is Yoga,” is more-message than product-focused.

“It’s an evolution of the same thinking as ‘This Is Yoga,'” says Karl Aaker, director of men’s brand at 19-year-old Lululemon. “But this is a message directed uniquely at a male audience.”

While announcing second-quarter earnings last month, Lululemon CEO Laurent Potdevin noted rising sales and untapped potential in the men’s business, one of Lululemon’s “best-kept secrets.” The company has seen success with its “ABC” (anti-ball-crushing) pants, for example.

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