lululemon: Content Square by Virtue Worldwide at Vice

Lululemon has launched its first global men’s campaign, with a series of short films celebrating masculinity and strength.

The ‘Strength to Be’ campaign aims to celebrate the growing community of men who are representing their own definitions of masculinity and strength in positive ways.

The campaign features five short films which explore how men are challenging stereotypes by juxtaposing traditional depictions of masculinity alongside more modern interpretations.