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Dive Brief:
Beyond Yoga is teaming up with actor Issa Rae on a new brand platform — Seek Beyond — that celebrates lifestyle progress over perfection, according to a company news release.
Rae wrote and recorded a new anthem for the brand’s Seek Beyond campaign, which is being showcased on digital platforms such as Facebook and Instagram, and through a variety of community activations this summer and fall.
The campaign centers around real stories as told by such influencers as The Sculpt Society founder Megan Roup, Hike Clerb founder Evelynn Escobar and Big Girls Who Run LA co-founder Danielle Burnett, among others.
Dive Insight:
Seek Beyond is fashioned to encourage women to move and connect in ways that feel real for them, and will include stories about entrepreneurship, motherhood, wellness and identity.
“This partnership with Beyond Yoga felt like such a natural fit,” Rae said in a statement. “The Seek Beyond message mirrors the way I move through the world — choosing progress over perfection, and doing so with intention, joy, and humor. Writing the anthem was a chance to explore that spirit creatively, and I’m proud to help share it.”
The Seek Beyond platform is also launching in conjunction with Beyond Yoga’s new outdoor apparel collection.
“Seek Beyond is an invitation to embrace the joy of the journey — whatever that might look like,” Nancy Green, CEO of Beyond Yoga, said in a statement. “This platform reflects how our community shows up: with openness, with heart, and with a deep belief that movement is more than just physical — it’s how we grow.”
Levi Strauss & Co. snapped up Beyond Yoga in 2021. In the company’s most recent quarter, Q2 net revenues increased 6.4% year over year to $1.4 billion, while Beyond Yoga revenues rose around 12% to $37 million.