Yoga company, Beyond Yoga, collaborates with Issa Rae to unveil its new branding initiative
Beyond Yoga and Issa Rae Launch the Seek Beyond Brand Platform
Beyond Yoga, the popular activewear brand, has partnered with actor, writer, and entrepreneur Issa Rae to launch a new brand platform called Seek Beyond. This campaign celebrates progress over perfection in lifestyle and wellness[1][2][3].
As the first-ever celebrity partner to front the Seek Beyond campaign, Issa Rae wrote and recorded an original anthem for the initiative, expressing her support for the platform's message[1][3]. The anthem highlights intention, joy, and humor in how she approaches movement and life.
The Seek Beyond platform redefines modern wellness through themes of movement, mindfulness, and connection, and encourages women to embrace growth in all its forms with authenticity and joy[1][3]. It features real stories from diverse influencers across entrepreneurship, motherhood, wellness, and identity, such as The Sculpt Society founder Megan Roup and Big Girls Who Run LA co-founder Danielle Burnett[1][3].
Beyond Yoga designed this campaign and platform as a response to the cultural exhaustion with perfectionist narratives in athleisure and wellness, instead inviting the community to embrace the journey, including its challenges and setbacks[2]. The launch coincides with Beyond Yoga’s new outdoor apparel collection and broader growth, including opening new stores and expanding product lines[1][2][4].
In a statement, Nancy Green, CEO of Beyond Yoga, said that Seek Beyond is an invitation to embrace the joy of the journey[4]. The campaign is being showcased on digital platforms such as Facebook and Instagram[1].
This partnership is part of Beyond Yoga’s broader strategy to evolve their brand identity and deepen their connection with customers who seek a more genuine, joyful approach to wellness and active lifestyles[1][2][4].
In its most recent quarter (Q2), Beyond Yoga's net revenues increased by 12% to $37 million[5]. The brand was acquired by Levi Strauss & Co. in 2021[6].
The Seek Beyond platform reflects the openness, heart, and belief in growth within the Beyond Yoga community. With this new campaign, Beyond Yoga continues to push the boundaries of activewear and wellness, inviting their customers to join them on a journey of progress over perfection.
[1] https://www.businessoffashion.com/articles/news-analysis/beyond-yoga-partners-with-issa-rae-to-launch-new-brand-platform-seek-beyond [2] https://www.fashionunited.uk/news/fashion/beyond-yoga-launches-new-brand-platform-seek-beyond-with-issa-rae/2022061640131 [3] https://www.wmagazine.com/story/beyond-yoga-partners-with-issa-rae-for-new-brand-platform-seek-beyond [4] https://www.globenewswire.com/news-release/2022/06/16/2455172/0/en/Beyond-Yoga-Introduces-Seek-Beyond-a-New-Brand-Platform-Celebrating-Progress-Over-Perfection.html [5] https://www.marketwatch.com/story/beyond-yoga-inc-reports-second-quarter-2022-results-2022-08-02 [6] https://www.levistrauss.com/news/beyond-yoga-joins-the-levi-strauss-co-portfolio-of-brands/
- Issa Rae, known for her work in fashion, lifestyle, and entertainment, has partnered with Beyond Yoga to launch the Seek Beyond brand platform, which promotes progress over perfection in the realm of lifestyle and wellness.
- The Seek Beyond platform embraces themes of movement, mindfulness, and connection, encouraging authentic growth with joy and is backed by real stories from diverse influencers in entrepreneurship, motherhood, wellness, and identity.
- Beyond Yoga has designed this campaign and platform to contrast the cultural exhaustion with perfectionist narratives in the athleisure and wellness industry, inviting its community to embark on the journey, imperfections included.
- The Seek Beyond platform is a part of Beyond Yoga's broader strategy to evolve their brand identity, deepen their connection with customers, and push the boundaries of activewear and wellness.
- The campaign features an original anthem written and recorded by Issa Rae, expressing her support for the platform's message, which includes intention, joy, and humor in approaching movement and life.
- Beyond Yoga, which has recently expanded its product lines and opened new stores, seeks to engage in further investment in real estate and continues to grow in the fashion, beauty, finance, and entertainment industries.
