After a series of public missteps, lululemon needed to redefine its mission and voice to achieve its stated goal of doubling revenue (from $2B to $4B) in four years. How do we reframe the brand from a niche women’s yoga-pant brand to a more inclusive lifestyle brand?

After interviewing employees, ambassadors (athletes, instructors), retail associates, and both yogis and non-yogis, we took a long, hard look at what lululemon was doing to cause its disconnect with the broader active consumer. We reminded them of what’s uniquely great about the brand: lululemon has the ability to inspire active people to live and practice a lifestyle rooted in yoga’s core principles, whether or not they do asanas (yoga poses). We gave them the internal strategy line “Take yoga off the mat,” shifting the company’s focus from “doing yoga” to “being yoga” in everything they do—from hiring and training to the products they make and how they behave in the world. Starting with their biggest media asset: the beloved lululemon bag. lululemon embraced Red & Co.’s strategy and partnered with Vice to launch its first brand film. This undertaking marked lululemon’s first major brand effort, redefining its identity and reaching a broader, more inclusive audience with men at the heart of this growth.