Lululemon "Strength to be" by Virtue Worldwide

Lululemon's first-ever men's campaign portrays alternate definitions of strength and masculinity.

Created by Virtue Worldwide, Vice Media’s creative agency, five short films profile men who are challenging male stereotypes and living as their true selves. They include Ibn Ali Miller, a social justice speaker and community leader who speaks out against violence after growing up in a housing project; and Mark Healey, a professional surfer, spear fisherman and free diver. The spots will run internationally and follow Lululemon’s "This is yoga" campaign earlier this year, which introduced the principles of yoga without actually showing any yoga.