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.
