What's Happening?
Beyond Yoga, a Los Angeles-based brand acquired by Levi Strauss & Co. for over $400 million in 2021, is launching a new brand platform called 'Seek Beyond.' This initiative aims to expand the brand's offerings beyond traditional yoga apparel to include outdoor gear, varsity-inspired looks, vegan leather, and more. The platform is designed to be an ongoing proposition that frames the brand for consumers and guides company employees. The launch includes an anthem by Issa Rae and features real stories from individuals like Megan Roup and Evelynn Escobar. The brand's sales have increased by 10.8% to $72 million in the first half of the year, supported by Levi's investment.
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Why It's Important?
The launch of 'Seek Beyond' signifies Beyond Yoga's strategic shift to broaden its market reach and appeal to a wider audience interested in outdoor activities and lifestyle apparel. This move could position the brand as a significant player in the activewear market, competing with established brands like Nike. By focusing on emotional connections and personal values, Beyond Yoga aims to build stronger relationships with consumers, potentially increasing brand loyalty and market share. The initiative reflects a growing trend in the industry where brands are expanding their offerings to meet diverse consumer needs.
What's Next?
Beyond Yoga plans to execute the 'Seek Beyond' platform through various media channels, including connected TV and audio, to increase brand awareness. The brand will host its first outdoor trip with content creators to promote the platform. As the initiative unfolds, Beyond Yoga will likely continue to innovate and introduce new products, potentially leading to further growth and expansion in the activewear market.
