Now Lululemon is expanding the effort with another move that may be surprising for the Canadian brand long associated with women’s yoga pants.

That move fits, however, with the previous effort’s direction of celebrating “the inclusivity and accessibility of yoga through a completely different lens,” as Lululemon executive vice president of brand and community Duke Stump referred to the campaign at the time.

“As we focus more on men and male culture, we believe there’s an opportunity to support this ever-growing conversation and empower people to blaze their own trail, rather than conform to traditional stereotypes and archetypes,” he added.

It’s a rare opportunity in this industry to be able to create groundbreaking work like this—work like is displayed in Strength to Be that champions risk taking and elevates stories that we believe will move a significant needle in culture.”

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