International Day of Yoga

For IDY 2019, lululemon wanted to find a way to share the power of yoga with their global collective. The truth is that yoga can be life-changing — but it’s also perceived as niche and elitist.

So, to shift perception around the physical and philosophical practices of yoga, we asked some incredible people (who aren’t just into leggings, green juice, and gemstones) to share their stories.

Copy Director: Stevie Wilson
Creative Director: Pat Young
Art Director: Katie Bambo
Design: Tora Hylands, Jane Koo, Ryan Spacey
Campaign Photographer: Jono Lawley

Storefront of Lululemon with mannequins dressed in activewear inside and large posters on the windows featuring people and text. Two cars parked in front, one black and one silver, with a tree in between.
A smartphone screen displays an Instagram story promoting yoga. The story includes a sticker that says "I ♥ Yoga," a question box asking "How has yoga changed your life?" with a text input prompt, and two hashtags: #internationalyogaday and #thesweatlife. The background is black with white and red accents.
Poster celebrating the International Day of Yoga on June 21, 2019, with the quote 'Yoga taught me that one breath can save a life' by Peace Coleman, featuring a handwritten note of the word 'YOGA' at the bottom.
A flyer featuring a portrait of Peace Coleman, a man with dark curly hair and a light gray jacket, standing outdoors with a green background and a residential house in the distance. The text indicates it is for the International Day of Yoga on June 21, 2019, with a quote about yoga teaching the importance of breath.
A woman smiling outdoors with a quote about yoga on the right side of the image.
A woman with short blonde hair in a grey tank top smiling outdoors. The image is part of a flyer promoting the International Day of Yoga on June 21, 2019. The flyer includes a quote by Ally Maz, stating: 'Yoga lets me empower the next generation.'
Storefront window with white text reading "Yoga changed my life," and a collage poster celebrating International Day of Yoga with photos of smiling people and quotes about yoga's impact.