[By Laura Buisman]

Community: a concept that has embodied every aspect of Lululemon Athletica’s branding to date. The company’s latest campaign is no exception. It tells the tale of Kevin Pearce, a Lululemon brand ambassador who suffered a traumatic brain injury (TBI) in 2009 that ended his professional snowboarding career.

Alongside his brother, Pearce founded LoveYourBrain, a non-profit organization that creates community-building programs to improve the quality of life for people affected by a TBI.

“LoveYourBrain’s TBI-friendly yoga is designed around a theme of resilience and meeting participants where they are, regardless of how severely they were injured.”

Lululemon has partnered with the non-profit to create LoveYourBrain: The Film, a poignant video which tells the story of the Pearce brothers and their commitment to creating an inclusive community where TBI survivors can embrace who they are through the practice of yoga.

This month, Lululemon is joining LoveYourBrain on tour across North America to raise awareness about the foundation and yoga programming. The tour is an excellent way to bring attention to an important cause while allowing Lululemon to connect with consumers around the country.

This partnership exemplifies Lululemon’s commitment to building a sense of community, which is a significant component of their corporate identity. It’s a concept the yoga apparel company addresses directly on their website: “Wherever we are in the world, we’re connecting and letting the good times roll with our local communities.”

Lululemon runs a number of open classes and in-store events to connect with the cities they operate within. As a brand committed to positivity and inclusion, their connection with the LoveYourBrain foundation reinforces a company culture open to all audiences.

For more information and to follow LoveYourBrain and Lululemon’s March tour, visit the campaign’s website here.

(Photo via Wikimedia Commons)