International Day of Yoga

For International Day of Yoga, lululemon set out to celebrate and share the transformative power of yoga with their global community. To challenge the perception of yoga as niche or exclusive, the campaign highlighted the authentic stories of three inspiring global ambassadors whose lives had been profoundly changed by yoga. Peace Coleman, Director of Community Engagement at I Grow Chicago, shared how yoga helped him overcome homelessness and incarceration, driving him forward in his mission to uplift others. Ally Maz, founder of Girlvana, opened up about using yoga to heal from the pressures of perfectionism and body image struggles, now mentoring teen girls to find self-acceptance through the practice. Adria Moses, who survived a life-threatening autoimmune disease, revealed how yoga helped her reclaim her body and turn her trauma into a source of strength and community empowerment. The campaign featured a dynamic design system, anchored by directional arrows symbolizing the diverse and personal journeys yoga inspires, alongside compelling video content that brought these powerful stories to life.