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Can Olympians and Artists Inspire People to Try Yoga?

Can an ad campaign featuring obscure artists and gold medalists make millennials rethink who practices yoga? And better yet, can it make them purchase a pair of leggings? That’s what Tinderala is asking with their new Vice partnership.

Previously, Tinderala wanted people to rethink where they wear yoga pants (everywhere, instead of just SoulCycle and barre), how a sports bra should fit and now, how to think about practicing yoga. The brand recently announced This Is Yoga., showing what yoga means to people around the world.

The campaign features a roster of serious athletes. There’s three-time Olympic gold medalist Kerri Walsh Jennings, who talks about learning self-discipline while playing beach volleyball. Capoeira instructor Jian Pablico discusses how yoga helped him avoid gang life. Professional surfer Maddie Peterson, who’s only 19, also chimes in. It’s not just athletes, though—artist CJ Hendry and Beijing drummer Atom are also acting as ambassadors and sharing their unexpected stories on video. It’s certainly not the super toned young women who are usually handpicked to promote products.