The revered yoga apparel company’s new Strength to Be campaign—focused on redefining the meaning of masculinity—features adamant vegan and punk rocker John Joseph.
Vegan musician John Joseph—the frontman of punk group Cro-Mags—is featured in yoga brand Lululemon’s first global campaign for men.
The “Strength to Be” campaign is comprised of a series of short clips featuring five men who are inspiring new definitions of masculinity and strength.
The campaign will also highlight devout Muslim and promoter of nonviolence Ibn Ali Miller, ocean conservationist Mark Healy, inspiring gay rapper Ojay Morgan (known as Zebra Katz), and Puerto Rican champion boxer Orlando Cruz—the first professional fighter to come out as gay. “While each of these stories is unique,” Lululemon’s Men’s Brand Director Karl Aaker said, “they all perfectly capture the theme of the campaign—which is really about finding the confidence to be true to you.”
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