Yoga apparel brand, Beyond Yoga, teams up with actress Issa Rae to debut their new branding initiative
In the world of e-commerce and retail, trends are constantly shifting, and companies must adapt to stay ahead. One such company that has made a significant move is Beyond Yoga, a popular athleisure brand.
In Q2 of 2025, Beyond Yoga's net revenues increased by approximately 12% year over year to $37 million, contributing to a total of $1.4 billion in net revenues for its parent company, Levi Strauss & Co., following their acquisition in 2021.
This growth can be attributed, in part, to a strategic partnership with Issa Rae, an accomplished actor, writer, producer, and director. Together, they have launched a new brand campaign platform called "Seek Beyond". This collaboration marks Beyond Yoga's first collaboration with a celebrity partner.
The Seek Beyond platform encourages women to move and connect in ways that feel real for them, focusing on themes like entrepreneurship, motherhood, wellness, and identity. It is launching in conjunction with Beyond Yoga's new outdoor apparel collection.
Issa Rae wrote an anthem for the Seek Beyond campaign, which mirrors her personal approach of choosing progress over perfection. The anthem, along with her involvement in the campaign, adds emotional depth and cultural relevance, helping the brand stand out in a crowded market.
The marketing approach for Seek Beyond has shifted from conventional performance-driven storytelling toward more distinctive, relatable narratives that emphasize acceptance of failure, mindfulness, intention, and connection. This new approach helps the brand stand out in a market saturated with perfection-focused messaging.
The campaign is digitally focused, aiming to scale via media and community activations to foster engagement beyond just product sales, thus broadening Beyond Yoga’s appeal and strengthening customer loyalty.
The partnership between Beyond Yoga and Issa Rae has catalyzed a strategic evolution toward storytelling that champions inclusive wellness and joyful progress. This evolution has resulted in measurable sales growth, retail expansion, and a revitalized brand identity in its competitive segment.
The Seek Beyond campaign includes a variety of community activations this summer and fall, and it is being showcased on digital platforms like Facebook and Instagram. The campaign features real stories from influencers such as Megan Roup, Evelynn Escobar, and Danielle Burnett.
In conclusion, the Beyond Yoga–Issa Rae partnership has proven to be a game-changer, driving significant growth and change within the brand. The partnership has redefined Beyond Yoga's identity around themes of progress over perfection, joy, authenticity, and embracing the journey, rather than just performance or aspirational aesthetics.
- Beyond Yoga's growth in the retail industry is attributed, in part, to a strategic partnership with Issa Rae, a celebrity with a background in acting, writing, producing, and directing.
- The partnership has resulted in the launch of a new brand campaign platform called "Seek Beyond," which encourages women to embrace real themes like entrepreneurship, motherhood, wellness, and identity.
- The Seek Beyond campaign is digitally focused, aiming to scale via media and community activations to foster engagement beyond just product sales, thus broadening Beyond Yoga’s appeal and strengthening customer loyalty.
- Issa Rae wrote an anthem for the Seek Beyond campaign, which mirrors her personal approach of choosing progress over perfection.
- The marketing approach for Seek Beyond has shifted from conventional performance-driven storytelling toward more distinctive, relatable narratives that emphasize acceptance of failure, mindfulness, intention, and connection.
- The campaign features real stories from influencers such as Megan Roup, Evelynn Escobar, and Danielle Burnett, adding emotional depth and cultural relevance to the brand.
- This strategic partnership and evolution in Beyond Yoga's marketing approach have driven significant sales growth, retail expansion, and a revitalized brand identity within its competitive segment in the fashion-and-beauty, lifestyle, entertainment, and business industries.
