Lululemon’s take on masculinity

Lululemon Athletica built its brand serving women and has had mixed results crossing over into the men’s market for athletic apparel over the past few years. But the Vancouver-based company is earning kudos for a new campaign that attempts to redefine masculinity in a way Don Draper would never have dreamed. Based around a series of short films about men of diverse backgrounds, “Strength to Be” celebrates personalities who are strong without being silent. Whether this approach trickles down into bottom-line growth for the company remains to be seen.