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Athleisure brand Lululemon has launched its first-ever men’s campaign, Strength To Be, aiming to challenge the traditional perceptions of modern masculinity.

Using the inspiring life stories of five men from a number of disciplines, the campaign explores how individuals can challenge the stifling stereotypes (be it strong, stoic, or any other “traditional” traits stamped upon us) around what a man is supposed to be.

The five men include the punk rocker turned triathlete John Joseph, Ibn Ali Miller (Miller went viral for breaking up a fight between two Atlantic City high school kids, and is now a public speaker lauded by the likes of Snoop and LeBron), Olympian and Puerto Rican championship fighter Orlando Cruz (the first boxer to come out openly as gay), professional surfer, photographer and multi-hyphenate Mark Healey, and NYC-based hop-hop artist Zebra Katz.

Watch videos above and below, then head over to Lululemon to shop its latest collection.

In other news, here’s how a Super Bowl champion starts his day.

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