Lululemon has launched “This Is Yoga,” its first global brand...

Lululemon has launched “This Is Yoga,” its first global brand campaign. Created in partnership with Virtue Worldwide, Vice's creative agency, the campaign features Kerri Walsh Jennings, the American beach volleyball player, three-time Olympic gold medalist, the pro surfer Maddie Peterson, and Paris Moore-Williams, the British rapper better known by his stage name P Money. This Is Yoga intends to broaden the idea of yoga, and this is why it showcases a variety of activities that do not necessarily have to do with yoga such as volleyball, surfing and music. Meanwhile, the campaign promotes key notions of yoga such as the practices of self-discipline, nonviolence and breath control. The campaign features video and images taken in Vancouver, Los Angeles, New York City, Mexico City, Beijing and London. In March, Lululemon announced a revenue increase of 14 percent to $2.3 billion for 2016.